Problem: Kitchen gadget guru Sur La Table wanted to grow by 100%. While catalogue and website sales were going well the retail store was experiencing flat sales due to consumer confusion about the brand.

Challenge Outlined by Lemley Design’s Research: Sur La Table had lost touch with its French heritage.  As a result the eclectic in-store experience consumers valued  became chaotic. Sur La Table needed better organization and clearer departments along with a dose of French retail whimsy.

Solution : Our work encompassed new brand identity and positioning, brand management, brand standards manual, store planning, shopping bags, packaging, exterior trade dress program, environmental graphics strategy, way finding, custom product illustration signage standards and lighting fixture design, new gift card program and advising on website and catalogue overhaul.

Result: After Lemley Design completed the new brand identity and unified the retailer’s in-store customer experience, unsolicited feedback from the culinary community read: Greetings! Please let the powers-that-be know that the new logo is SO COMPLETELY GORGEOUS AND FANTASTIC and truly reflects what Sur La Table is all about! BRAVO!  {See Client Testimonial}