Flukes
Where everyone gets lucky
Newly installed at the top of Big Penny Social in London (Walthamstow’s much-loved, fun-soaked beer hall, music, comedy & entertainment venue) sits Flukes: a tomato velvet and wooden panel clad “new old games hall” dedicated to the art of thrashing your mates at digitally enhanced classics like darts, shuffle, pool & karaoke.
Flukes channels the chic and mystique of the 20th century social club, many of which have now disappeared — collegiate social spaces filled with the clatter of pool balls and clinking of glasses.
Made with
Date
June 2025
Client
Big Penny Social
WE partnered on
Branding, Art Direction & Web Design
Press
Your new old games hall
Inspired by nostalgic ephemera and candid local imagery discovered at the Waltham Forest Archives, the Flukes brand identity feels authentic yet fuss-free, whilst daring you towards the venue’s mildly chaotic arena of quality bonding.
Big Penny wanted the Flukes identity to pay tribute to the local history it was stepping into, all while staying true to the existing Big Penny branding. By expanding the font family and weaving in details lifted from old letterpress club flyers, a new, quietly charming world of Flukes emerged.
Being a great looser is an art form
Running ad headlines such as “I’m a solid 8 in Flukes”, “Think I left a shoe at Flukes” and “Sh*t we still haven’t booked Flukes”, the emphasis is on the messy, intimate, ludicrous memories visitors can expect to leave Flukes with, rooted in the mayhem of you and your compadres.
Working with this witty copy developed by Lovers, we created striking red & white typographic treatments to carry this faux instructional “how to nail your night” messaging throughout all printed, spacial and digital touchpoints.
“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.”
Your place for the night
Central to the brand’s look is a collection of custom nostalgic illustrations celebrating long shots, pot luck and winner energy, suggesting a celebratory “your place for the night” feel.
Every touchpoint in the venue is considered, right down to the artwork on the walls and even the engravings on what appear to be collected trophies on display. It’s these easter egg details that help Flukes feel like a complete world.
