Buccini/Pollin Group

Wilma's Bowling & Bar Branding

A Beloved Past-time is Introduced to a New Generation in Downtown Wilmington


  • Strategy
  • Naming
  • Brand Identity
  • Illustration
  • Collateral Design
  • Signage Design
  • Web Design
  • Content

The classic game of duckpin bowling is back, and it has a fresh face.

Cohere found no shortage of historic and narrative elements to tap into when crafting a brand vision for branding project with the Buccini/Pollin Group in downtown Wilmington, Delaware. A 5,700 square-foot space has been transformed into a classic duckpin bowling alley and pinball arcade with a lively yet casual food and drink menu.

Working in tandem with our brand narrative and inspiration, PI.KL Studio beautifully designed the space to mimic the many moods of Wilma as a character, bringing to life a multi-layered experience that merges bowling, arcade, bar, and more upscale dining space.

This brand received an Awwwards Honorable Mention for Hospitality Website Design.

But who is Wilma?

When creating this brand identity, we asked ourselves how to bring the spirit of a mischievous character to life, based on the idea of bank robbing and the daring heists of the early 1900’s. We needed a character suitable for the quirkiness of the beloved duckpin game concept and the grand nature of the building itself.

Who is Wilma? On the surface, she’s unassuming and well-mannered. But behind that innocent guise lives a criminal mastermind. This bar is a personification of her. Inside the elegant, grand exterior, you’ll find an atmosphere that’ll make you want to let loose. Duckpin bowling and retro arcade games, overflowing drinks, and dangerously good times—it’s all waiting for you at Wilma’s.


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