East London-based design studio Lovers has unveiled a striking new brand identity for Flukes, a games hall located at The Big Penny Social in Walthamstow, London. The project embodies Lovers' distinctive "no bread, no butter, only pudding" design philosophy, which prioritizes bold creative choices and emotional impact over conventional approaches.
Flukes serves as a social destination where visitors can unwind after long workdays or create memorable experiences with friends and family. The venue's brand identity deliberately evokes the atmosphere of a chic 20th-century social club, complete with the sounds of clinking glasses and pool balls. Alex Ostrowski, creative director at Lovers, emphasized the studio's commitment to exciting projects that generate enthusiasm both within the team and among audiences.
Rather than using traditional static photography typical of entertainment venues, Lovers created dynamic cinemagraphs that capture the motion and energy of people having fun. The studio designed eye-catching posters for the venue's walls featuring playful slogans such as "being a loser is an art form," "I'm a solid 8 in Flukes," and "think I left a shoe at Flukes." These elements contribute to an atmosphere that celebrates both winning and losing as part of the entertainment experience.
The design approach deliberately avoids corporate trends like "zany crazy gold chains or corporate axe throwing," instead focusing on what Ostrowski describes as "old fashioned, haphazard good-times." The studio recognizes that independent venues like Flukes are beloved for their unique character and atmosphere. "This is also a place you're supposed to bring your own gang to, whether that's mates, work mates, double dates," Ostrowski explained, "so the idea of even going has to feel full of promise and fun, beyond just the gameplay."
The brand identity draws significant inspiration from historical materials discovered in the Waltham Forest archives, which both Lovers and Big Penny Social explored to connect with the local area's rich social history. Michael-George Hemus, founder of Big Penny Social and Flukes, stressed the importance of honoring Walthamstow's unique heritage. "It was important to us to tune into Walthamstow's unique past and signature," Hemus said. "We see ourselves as a continuation of that today, so the Waltham Forest archives felt like a good, natural starting point."
The comprehensive branding extends to Flukes' new website, which features friendly, retro colors and a design aesthetic reminiscent of vintage flyers. The site maintains ultra-readable typography while catching visitors' eyes with its distinctive visual approach. Every brand touchpoint receives careful attention from Lovers, including custom artwork and engravings on displayed trophies that serve as hidden details throughout the venue.
The interior and architectural design was handled by Hunters Daughter, while Lovers' own set design team collaborated with Flukes to create the finishing brand touches. The set design crew brought experience from previous work with immersive theater groups, contributing to the venue's layered and transportive atmosphere. According to the design team, Flukes is intentionally "a place for mild chaos," with the visual identity reflecting this philosophy through bold, unconventional design choices that encourage visitors to interact, bond, and express themselves without inhibition.
