SHUFL, the fastest-growing, original shuffleboard brand for on-trade retailers, has invested in bold new branding to deliver the first player-centric shuffleboard brand for the hospitality industry

An investment that ultimately guarantees revenue generation and business success for the brand’s on-trade partner venues, the new branding takes the SHUFL experience to the next level.  It will better connect with the target 18-40 shuffleboard audience, enhance the game play experience and environments where shuffleboard is played, as well as delivering universal appeal by transcending language barriers across the brand’s international markets.

To help develop a more impactful and memorable visual brand personality that brings the brand’s pioneering, inclusive values to life, SHUFL appointed award-winning hospitality branding and design agency Saint Urbain, based in New York and LA.

While the SHUFL logo remains the same, there’s a whole raft of fresh assets including graphics and vibrant colour palettes.  A central element of this is a new brand mascot, Pucky, an embodiment of a shuffleboard puck holding a beer and celebrating the brand’s signature ‘sip and slide’.  This new suite of brand assets will enable SHUFL’s partners to maximise in-venue promotion of their shuffleboard offer and, in turn, drive increased customer engagement.

SHUFL marketing manager, Sam Catford: “We were looking to elevate our visual communications, make our brand work harder for our partner venues and tease out all those key elements that make up our SHUFL brand.  Original, authentic, and playful, we wanted our SHUFL branding to better convey what we’re all about.

“Saint Urbain have absolutely nailed it, bringing a fun, retro-American feel to the brand in a nod to the fact that our superior quality tables are handcrafted in Texas.”

SHUFL goes where the beer flows: look out for the new-look branding, dropping at a SHUFL partner venue soon!