From 48 to 100+ Locations in Five Years

Sources: Puget Sound Business Journal

Sur La Table 360° Brand Strategy


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

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?

We Can Help

“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

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