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.”
Sam Jones, Managing Director of Junkyard Golf Club says: “We are a well-oiled machine now! Junkyard Golf Club began as a pop up in 2015 and at the time, we genuinely believed we would only be hosting the experience for about three weeks! Seven years, six locations and one pandemic later, it’s obvious we’re here to stay. We are always reviewing our brand position, but now feels the right time to review our branding and marketing strategy in a way that reflects where we are heading as a company and to strengthen the message that we evolve and stay relevant to our customers. By moving forward, and keeping our proposition fresh, we need to be bold in reshaping and redefining to continue making everything better, more engaging, and more fun-filled for our customers.
The heart and soul of what Junkyard Golf Club is all about is very much still there, we’re just a little more established and dare we say it... more mature than we were in 2015, and this needs to be reflected throughout the rebrand.”
The new branding has been unveiled on Junkyard Golf Club’s website and across six of its sites, including Newcastle. The rebrand comes at a time when the company is close to securing a second London site and is in talks regarding international expansion.
Sam continues: “We will always keep investing in our core estate, specifically our courses to keep them fresh and to be at the top of our game. I don’t think you can ever stop improving, and for us, we’re always looking for the next coolest trick or design to bring our courses to life. This is what Junkyard Golf Club is known for, for being the most immersive crazy golf brand, and remains at the heart of soul of what we do.”
Post-pandemic, sales at Junkyard Golf Club have seen a 23.4% like for like increase against pre-covid levels (2019), on average per month. These figures reflect the effects from two months of covid restrictions in the venues from re-opening between 17th May to 19th July 2021. This year, the brand is on target to provide over 1.8 million games of crazy golf to the public in 2022.
This announcement follows their latest venue which opened in Newcastle in December 2021.
Lauren Cassells the newly appointed head of sales & marketing says “I came on board in January 2022 at a critical time for Junkyard Golf Club’s evolution. As a brand we are going through a massively exciting transition, that reflects who our customers are and how we can make their experience with the brand that much more exciting. I can’t wait to see how they immerse themselves in the upgraded courses and evolved brand concept.”