Lane7
Nationwide rebrand campaign for renowned bowling and activity bar chain
Lane7 is a popular chain of activity bars offering bowling, games, food, and drinks across the UK and Europe
Project overview
As a Senior Designer at Lane7, I worked alongside the in-house marketing team to launch a nationwide campaign following a recent rebrand. This ranged from upselling opportunities for onsite screen ads, to full ice cream van advertising.
Creating a rebrand campaign that would include updating artwork and marketing across all locations, to reflect the brands new rebellious and empowering attitude.
Project goal
Each location has its own personality and sub-branding
Brand personality
The maverick
Free-thinking | Spontaneous | Intelligent | Pro-active | Fearless | Authentic | Pushing boundaries
Value proposition
All your best nights in one.
Mission
The best night out. Every time.
Core values
Don’t waste a second | Give it all you got | Independent spirit | Real togetherness | Unconventional authenticity
Campaign rollout
Prior to the campaign, the new branding for Lane7 was created by ‘KISS Branding’, who supplied the in-house marketing team with the new brand guidelines to build the campaign from.
The branding adopted a monotone palette, which compliments the vibrancy and texture found at Lane7 locations. The ‘L’ and ‘7’ of the new logo went on to be a prominent feature of the marketing brand material we created as part of the rebrand campaign.
(Work displayed is property of LANE7 @ 2025)
The L7 artwork was used across the digital and physical world for photography, video and animation, regardless of the change in location. This gave the team endless possibilities and a distinctive look to roll out and reinforce recognition of the rebrand.
The campaign covered OOH advertising, sales collateral, recruitment banner artwork, menu designs, on-site adverts, paid & organic social, festival advertising and ice cream van wraps.
The success of the campaign has been reflected by the continued expansion of the brand into Europe. This highlights the importance of creating a consistent brand experience when introducing to new markets and the overall increase in brand equity and recognition across the business.
