Tired of feeling digitally burned out, millennials and Gen Zers are struggling with anemoia: a longing for a past they never got to live. They’ve taken to analog things like fountain pens, vinyl records, and film cameras as Y2K culture is thrust back into the spotlight.
AMF, which operates bowling alleys across the U.S., is betting that it can capitalize on this nostalgic moment.
On Tuesday (July 21), AMF kicked off a comprehensive brand refresh that touches everything from its social channels to the lanes themselves. With a creative assist from agency DoBad (The Department of Branding and Design), AMF is conjuring a retro, midcentury modern vibe with an updated logo, a new slogan, and multiple decor updates.
