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Kiss creates “next level” family entertainment brand


Kiss is behind the branding for new family entertainment centre concept, Level X.

The Leeds strategic brand studio was commissioned to work across all aspects of the project, from naming to brand look, feel and tone of voice.

Level X is described as a “multi-sensorial world of fun, thrills, and games for every member of the family”. This will include tech and first-to-market social gaming aimed at children and teenagers as well as adults looking to get away from “day-to-day adulting to reconnect with their inner child.”

“The big strategic idea behind the brand is Electric Togetherness, it captures the potential for extraordinary, unique experiences just waiting to be discovered by the customers. With Level X you’re not simply invited to observe the brand, you are encouraged to actively immerse yourself in it,” explained Poonam Saini, Kiss Branding co-founder.

Within the master brand, Kiss has also come up with the identity of more than 10 individual games, such as Altverse, Gutterball, Lvl Up! and Big Putts.

“Kiss Branding impressed us with their positivity, energy and unwavering commitment from our first conversation,” added Graeme Smith, COO.

“They worked as an extension of our team throughout and supported us at every juncture of the project, guiding us to arrive at the best possible solution. We are pleased with the result and look forward to continuing our working relationship with the team.”

The Level X sites will feature interactive bowling, hi-tech golf, the arcades, interactive e-karting, digital karaoke pods and VR arenas equipped with roaming virtual reality technology.

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