Lane7 asked KISS to build a masterbrand that could unify eleven venues under a single, distinctive DNA without flattening the individual character that made each one work. It had to run as a commercial, multi-site system, hold up across physical and digital, and set the brand up for the next phase of growth.
Tim, the founder, had spent over a decade building Lane7 by feel. He knew exactly what the brand was, but he’d never been able to put it into words and as the estate grew, that instinct couldn’t stretch to cover every new venue. The thing that made Lane7 work lived in his head, not on a page the rest of the business could use.
Competitive socialising had become a crowded category, and most of it looked the same: borrowed energy, interchangeable visual language, venues you could swap the logos on without anyone noticing. For a brand whose whole reason to exist was being the one that felt different, blending into the category was the real threat. Holding Lane7 together and making it look like nothing else were the same job.
We spent time on site with Tim and the leadership team, getting close enough to ask the harder questions and find what Lane7 actually was underneath the games and the bars. The audience came into focus first: Social Rechargers, people who work hard and want somewhere to feel alive, let loose and share something with a group. The brand didn’t need a personality. It already had a sharp, irreverent, relentless one. What it needed was that personality condensed into something the whole business could carry, and distinctive enough that no competitor could borrow it.
That became Bring it. Everytime. Three words, no rationale needed. You know what to expect from a visit to Lane7 the moment you hear it.
A founder’s spirit scales by being built into a system someone else can run.
The new masterbrand rooted itself in a monotone black-and-white palette and a revised Lane7 logo, with the L and the 7 reworked into a marque flexible enough to form the entire brand architecture. Patterns, comms, motion and signage all spring from that single mark, giving marketing teams a framework to create on-brand material without needing Tim to sign off on every asset.
The system had to hold two things at once: the gritty, chaotic energy that makes a Lane7 night feel different from anywhere else, and the consistency a multi-site rollout demands. The result is a visual anchor that travels. Every Lane7 site looks unmistakably like Lane7, whichever city it’s in.
The proof is physical. Since the rebrand, Lane7 has rolled out across the UK and into Europe, every new venue carrying the same masterbrand. The system was built so the brand could grow without diluting, and the expansion itself is the evidence it held.
It also reached past the venues. The brand stretched into commercial territory the original brief never covered, from screen ads to interactive landlord packs, opening upsell opportunities the business didn’t have before. A brand built to scale, scaling.