The leisure entertainment space is booming, even after the ravages of the pandemic. With a decline in night clubs, people are looking to alternative ways to have a good time – after all, not everyone wants to dance. Spaces that combine games into their night time gatherings are thriving.

Since its conception, Lane7 has been a challenger in the night leisure space.  However, it has struggled to stay coherent as it has grown across the country. Making it difficult for stakeholders and customers alike to truly understand who Lane7 is. There’s been a growth of players in this space, heightening the need to be distinctive and unique.

Lane7 has 11 venues and growing, each with their own spin, ranging from industrial chic, neon grunge, to up market glam – dependant on each city’s needs. Lane7 came to KISS to evolve a new dynamic brand, that could sit above all the different venues and create a slick, robust, digital ready identity, backed up with credibility and professionalism to help the brand grow further.

Lane7 is fiercely independent, which is reflected in each venue’s high degree of freedom to express the brand across all of its interior and individual venue logos. However, as the portfolio of venues grows there is an opportunity to define consistent yet flexible elements as part of a master brand structure. Making it easier for the wider team to manage and maintain the brand as the business scales.

In order to help Lane7 unify its diverse venues and evolve its brand to create an impactful overarching master brand, KISS undertook a strategic journey with founder Tim to help capture his vision that to date had struggled to come through in brand and communication.

This allowed us to define a new direction built upon the needs of its audience. KISS defined the brand DNA on a page and set the soul ‘Bring it. Everytime.’ – with a brand personality akin to the Outlaw archetype, channeling Lane7’s rebellious and empowering attitude.

Resulting in an identity that brings your best night every single time.

‘All your best nights in one’ founded the core idea behind the creative. We honed in on the logo mark, making it the main conduit of the message. Cleaned up, we crafted the L and 7 to mirror each other, enabling it to work beautifully together as dynamic markers, a portal and architectural device – creating endless uses and activation potential. Brought together, apart, and inverted, all channel the restless spirit of Lane7.

The elevated masterbrand expresses itself dynamically through the ‘L’ and ‘7’ of the logo marque which forms its entire brand architecture, making it easy to integrate any piece of creative.

The Spark Icon is the graphic shape, originating directly from the Master L7 Icon, working as a standalone device which is instantly recognisable as Lane7.

The new iconic pattern, created with the L7 architecture, weaves through the digital and physical world as both stills and animation – allowing for endless possibilites and a distinctive look.

KISS activated the L7 brand across all its digital and print touchpoints including menus, brochures, cans, socks and even bowling balls that all work harmoniously channelling the empowerment of the brand soul.

The L7 mark forms the architecture of the whole brand, and effectively explodes out across all digital and print comms creating a high energy manifestation across all its touch points. The black and white scheme was kept, allowing for colour to come through the visuals and expression of the venues.