Grew a Challenger Brand
to Category Prominence

Sur La Table 360° Brand Development


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.

Messaging had become increasingly focused on sales offers with little connection to Sur La Table.


  • We brought back the brand’s tagline, The Art & Soul of Cooking, because it quickly explains what differentiates them 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.
  • We brought organization to the shopping experience while keeping the retail theater and the sense of discovery intact.

Brand Position: The Art & Soul of Cooking


100% Increase in locations in 5 years.

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Merchandising Strategy
  • Messaging Framework
  • Store Planning

“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

We helped Sur la Table to establish a format for global expansion and maintain a sense of discovery while making the stores shopable. What’s your brand’s growth challenge?

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