Project Description

Sur La Table

Cooking up a winning challenger brand.

Challenge: Disconnected brand positioning that had become increasingly focused on sales messaging added to an already chaotic in-store and online shopping experience.

Strategy: Bring back the brand’s amazing tagline, The Art & Soul of Cooking. Bake in the brand’s original French whimsy while balancing the sophisticated tastes of their divergent core audiences. Organize the shopping experience but keep the sense of discovery intact.

Results: 200% growth in locations in first 3 years. Cooking classes sold-out nationwide. Online sales channel penetration.

Scope of work
  • Brand Essence
  • Brand Architecture
  • Identity Update
  • Naming & Nomenclature
  • Packaging System
  • POS Strategy
  • Interior Signage and Fixturing
  • Identity Standards Manual
  • Environmental Graphics
  • Gift Card Program
  • Exterior Trade Dress Program
  • Website Refresh


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“When I joined Sur La Table, I called just one person to develop our new branding tool kit, David Lemley. Great creative comes from great partners with strategic thinking. This is my third major retailer where I have leveraged Lemley. I’ve become a true believer of their work and manifesto. They do convert consumers into true believers!”
– R. Ginter, VP Creative Services, Sur La Table