CHICAGO, Aug. 26, 2013 /PRNewswire/ -- Brand strategy and marketing consultancy Prophet has teamed with Brunswick Corporation to radically enhance the latter's bowling centers. The innovative concept, known as Brunswick's, includes upgraded lanes and score-keeping systems and comfortable seating and socializing areas. A new in-house restaurant called Tavern '45 serves elevated American pub fare and local craft beer in a welcoming and lively atmosphere. The first two Brunswick's locations recently opened in the Atlanta suburbs of Marietta and Norcross in Peachtree Corners. A third will open this fall in Buffalo Grove, Ill., outside of Chicago. "Brunswick's offers a new generation of leisure bowlers a comfortable place to connect with each other in an authentic way," said Brunswick Bowling President Jim Fox. "Through innovative developments such as this, Brunswick will continue to be a leader in the bowling industry and provide superior experiences for guests." "Brunswick Corporation continues to evolve into a more customer-centric business," remarked Scott Davis, Prophet's chief growth officer. "We've enjoyed partnering with Brunswick on its journey, helping to bring clarity around ever-changing customer needs, motivations and behaviors and using these insights to fuel continued bowling center growth." Brunswick Corporation partnered with Prophet to realize its vision for the next evolution in bowling. Bowling is the most popular participatory sport for American adults; in 2012, more than 70 million Americans reported bowling at least once in the past year. However, the growth of casual, social bowling has outpaced organized league play, and it was time for the bowling experience to evolve. "Brunswick is a strong brand, but we needed to address consumers' perceptions of the traditional bowling center environment," said Peter Dixon, Prophet's creative director. "We are confident that the new Brunswick's concept offers a broader entertainment and dining experience, expanding appeal by giving people more reasons to go and more things to do once they are there." The transformation started with consumer research, as Prophet gathered insights about attitudes, behaviors and usage occasions surrounding bowling. Market analysis identified growth opportunities and four concepts were developed and refined for testing. Once the winning concept was identified, Prophet developed schematic design concepts for the exterior and interior and a visual identity of the buildings to exemplify the new concept. The team also created a high-level brand identity concept that stays true to the Brunswick heritage, while providing a contemporary experience that's in step with how today's consumers spend their leisure time.