Client: All Star Lanes

Brief: Brand refresh

Location: United Kingdom

Media Channels: Print, social, website, online, eDM

All Star Lanes is renowned for their boutique bowling, American style dining and kitsch cocktails. 

In 2018 the marketing team decided the brand needed a bit of a facelift. It was time the brand looked more modern but still retain it’s 1920’s Americana roots.


I see All Star Lanes' USP is it’s unique guest experience. No other venue in London offers bowling, food and drink in this way. In total there are five glamorous and quirky venues, each with their own unique character. I wanted each venue to have it’s own design signature, and to encourage customers to visit and experience each of them. My first step was to research and revisit their logo. 

Eat, Drink, Bowl is All Star Lanes’ slogan and I created a set of retro icons to be used. The retro colour palette has a classy gold twist and is inspired by the venue interiors that compliments the bold POS and communication. I have kept the NorthBergen font from the original All Star Lanes logo as the main font.


All venues are plastered with bold retro wallpaper. I used this as inspiration to create patterns and new headline fonts for each venue. These mini identities sit well next to the main All Star Lanes brand.

First their website needed to be updated. I worked with digital agency Propeller and their web designer updating their existing website to mirror All Star Lanes’ new look and feel. I designed flat website layouts to guide the look and UX, of the website. Following this soft launch, we rolled out new eDMs, digital banners, menus and other restaurant collateral.


Brand assets

ASL_brand_0004_bowling menu.jpg

Core menu


Venue identities


Website homepage

Valentines Day Specials menu