Founded in 1997, Bowlero is the biggest bowling brand in America, operating over 300 locations and entertaining more than 40 million guests annually.
After competitor Lucky Strike went bankrupt, Bowlero immediately purchased the IP to unite the entire holding company under the Lucky Strike moniker. Even as Bowlero, the brand was expanding beyond traditional bowling alley experiences: from brand-new flagships in key markets featuring nightlife, arcades, and upscaled dining and cocktail options, to a vision for larger hospitality projects. They approached Kingsland for help rebranding Lucky Strike to serve as the banner for the future of Bowlero’s success.
Kingsland kept what worked and augmented it. Lucky Strike is well-known in major cities, but less so in certain Bowlero markets—a total makeover could have negatively impacted brand awareness. Instead, we chose to focus on the core brand iconography and color system, and tweaked it with an eye toward dynamic, flexible extensions. Lucky Strike branding is not just a pretty digital icon: the system must work across hundreds of brick-and-mortar locations, from signage and wayfinding to menus and uniforms.
The result is a new wordmark and full set of versatile logo applications; plus an expanded color system to allow for more expression across key verticals; custom illustration and photography directions; additional typography to create distinction on any piece of collateral without sacrificing legibility; and an overall retro-cool feel that is both modern and warmly nostalgic with our new tagline: Good Times to Spare.
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