A plucky brand for a
new old games hall
If you’ve ever set foot inside a classic old pool hall or darts den, you’re half way to understanding Flukes. Digitally enhance the games, add shuffleboards, karaoke, cocktails, beers & bites and now we’re talking. It’s the night out you need. Just gather your let’s-meet-up-more crew.
Lovers were enlisted to name, brand and advertise this new entrant into London’s so-called ‘competitive socialising’ market. Opening within the already beloved beer, food & fun spot known as Big Penny Social, success would hinge on a distinctive, emotive identity and message.
Everyone Gets
Lucky At Flukes
The name Flukes worked because it puts fun before skill, promising a night of haphazard glory. The mild chaos implied was felt to be the exact thing our target audience of busy London friend groups and work crews was craving. Silly time together. Making fuzzy memories.
Your New
Old Games Hall
We had to start raising awareness for Flukes as it was being built. You can’t send a photographer into a building site, so we developed visuals and messaging to tease the Flukes experience ahead of time. These images and messages stayed useful later too, alongside imagery and on site.
Oh, Shoot!
Looking around the category, so much imagery was corny and staged. We wanted to capture the energy of real friends letting rip, going on double dates, making a hash of their long shots and so on. So we made sure real mates were cast, and shot very much from the hip.
On The House
Words can really set your brand apart. We decided it was important for Flukes to be a good host, guiding people through the games. But also sort of half-joking most of the time, continuing that logic that it nothing really matters apart from having a good time.
“Lovers are rigorously strategic, magically imaginative and fun. They helped us push every idea to its absolute strongest, masterfully building this bold, distinctive feeling we have now for Flukes as a brand, meticulously upheld everywhere.”
