300% increase in locations in 5 years

Sur La Table


Cooking up a winning challenger brand

When I joined Sur La Table, I called just one agency to develop our new branding tool kit. 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


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 messaging with little connection to Sur La Table


  1. We brought back the brand’s tagline, The Art & Soul of Cooking, because it quickly explains what differentiates them from competitors.
  2. 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.
  3. 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

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