Grew a Challenger Brand to Category Prominence
The State of the Brand:
Investors purchased Sur La Table from the founding family to grow the brand. Increasingly sales-focused messaging began to disconnect brand positioning and product expertise that Sur La Table was known and valued for in the marketplace. This added to an already chaotic in-store and online shopping experience.
How We Helped
We brought back the brand’s tagline, The Art & Soul of Cooking, because it quickly explains what differentiates Sur la Table from competitors. Research uncovered that the original brand had a bit of French whimsy, so we added a simpler, Americanized version to the brand’s tone and voice. This helped balance sophisticated tastes and gadget lust for their core audiences.
The Results
100% Increase in locations in 5 years.
“This is my third major retailer where I’ve leveraged Lemley and his band of Voodoo-ites. I have become a true believer of their work. They do convert consumers into true believers!”
– Robb Ginter, VP Creative Services, Sur La Table
Scope Of Work
-
Audits & Analysis
-
Audience Insights
-
Research & Insights
-
Trend Analysis
-
Brand Positioning
-
Visual Strategy
-
Packaging Design
-
Merchandising Strategy
-
Messaging Framework
-
Store Planning
BEFORE
AFTER
