Lover's branding for Flukes games hall is "no bread, no butter, only pudding"

"Lovers centralise entertainment and personal enjoyment, even if that means losing a game or getting a little too drunk. Unlike "zany crazy gold chains or corporate axe throwing", Flukes breathes old fashioned, haphazard good-times, soundtracked with the clatter of pool balls and clinking of glasses. "Independent places like Flukes are loved because they have their own aura, myth and legend," says Alex ."This is also a place you're supposed to bring your own gang to, whether that's mates, work mates, double dates... so the idea of even going has to feel full of promise and fun, beyond just the gameplay.""

"The brand identity is partly inspired by nostalgic ephemera and local imagery discovered in the Waltham Forest archives by Lovers and the Big Penny Social, tapping into a "rich reservoir of social history" and Walthamstow leisure. "It was important to us to tune into Walthamstow's unique past and signature," says Michael-George Hemus, founder of Big Penny Social and Flukes. "We see ourselves as a continuation of that today, so the Waltham Forest archives felt like a good, natural starting point." A lot of these good-vibes extend over to the new website too, which sports friendly, retro colours and a design that feels almost like a flyer in of itself; ultra-readable and eye catching."

"Every touch point is considered by Lovers, from the artwork to the engravings on what appear to be collected trophies on display - little easter eggs that create a complete, riotous world inside of the premises. The venue was designed by interior and architectural designers Hunter's Daughter, whilst the finishing brand touches were designed by Lovers' own set design crew in collaboration with Flukes, whose previous work included creating sets for immerse theatre groups. Flukes is a place for "mild chaos", mirrored by the transportive and layered spaces created by the design team."

Flukes centers on social enjoyment and nostalgic, haphazard good-times where winning is secondary and conviviality is prioritized. The venue encourages groups—mates, work colleagues, or double dates—to seek atmosphere and promise beyond gameplay. Brand identity draws on nostalgic ephemera and Waltham Forest archive imagery to connect with local social history and leisure traditions. The website adopts friendly, retro colours and a flyer-like, ultra-readable design. Every touchpoint features curated artwork, engravings, and easter eggs to build a complete, riotous world. Interior and set-design collaborations produce layered, transportive spaces that foster a sense of mild chaos.

Read at Itsnicethat