The home of crazy golf, Junkyard Golf Club, has unveiled a new brand identity and strategy, as part of its drive to evolve the brand from pop up to grown up, in delivering exceptional customer-centric experiences across its six sites in the UK.
The new visual identity – which coincides with the brand being close to closing on their second site in London, as well as having international expansion in sight – will span across their six venues and throughout all digital and service touchpoints.
This is the leisure group’s first rebrand since they launched as a pop-up venue in 2015, and having experienced rapid growth, Junkyard Golf Club is focusing on evolving their original pop-up proposition, to a more established and customer-centric position that will enable the company to deliver stronger and more mesmeric crazy golf experiences.
Along with refreshing their visual identity, Junkyard Golf Club has also rebranded internally. Keeping the brand’s bold and playful heart and soul intact, the rebrand will result in a design-led, mature aesthetic, such as modernising and giving the bar areas a major glow up, by introducing a concrete and industrial vibe, that will appear slicker, and the use of neon flecks and stencilled paint for graphics to replace the traditional vinyl that was previously seen in the venues as part of their pop-up mentality.
Co-Founder Mat Lake tells us “The courses have matured and grown just as we have as a business. Visually they are a lot more impressive, more immersive, and more playable, so guests of Junkyard Golf Club are given the best possible experience. You can expect to see a major shift in terms of set design on each course, where we have added in some bigger scale production elements (vast real aeroplane installations) as well as upgraded lighting and general theming throughout. The vibe will appear more over the top, but much more entertaining and fun-filled to improve our customer’s experience when playing crazy golf at one of our six venues”
Chris Garratt, founder of Bert, the branding agency appointed to create the new identity, said “Junkyard Golf Club had an ambition to create an even better, more engaged customer experience. We wanted the identity to communicate that experience through new photography and colourways to convey the sheer fun and originality of each venue. The new logo is a homage to pile ’em high junkyards, further emphasising each word in the already brilliant name.
In terms of colour, combining a simple set of vibrant colours gives the option for Junkyard Golf Club to make an infinite combination of gradient landscapes. The palette is fun, vibrant, and energetic, with plenty of punch and impact.”
