Pixel8 and The Original Bowling Company Rebranding Case Study
Another client we've really enjoyed working with is The Original Bowling Company. Discover our latest projects with them and see what we've been up to below!
The Original Bowling Company AMF Brand Refresh
The Original Bowling Company is the largest tenpin bowling operator in the UK, accounting for a third of the market. The company has undergone substantial growth in the last few years through the acquisition of AMF Bowl, Hollywood Bowl and Bowlplex companies.
TOBC have invested millions of pounds in the last few years refurbishing and rebranding the Hollywood Bowl centres within their estate. However, there still existed a number of centres that were not due to be rebranded to the Hollywood Bowl proposition. A solution was required to create an identity for these centres which aligned them to Hollywood Bowl without confusing their distinct offering.
After thorough positioning research, we proposed a range of naming options for the estate using the brand extension strategy matrix to frame the debate.
We then tackled the exterior signage, seeking a solution for multiple facade sizes and formats. Finally, a solution was needed for the interior fit out of the lanes to create a more modern environment.
Ultimately it was decided that the estate should retain the ‘AMF’ name due to its heritage and valued brand perception internally and across the customer base.
The new signage design has increased visibility of the centres from passing transport routes and solved previous legibility issues.
Inside the centres the new interior takes cues from the Hollywood Bowl estate, creating an aligned identity and a premium, refreshed look and feel.