Background: Sur La Table was founded in the heart of Seattle’s iconic Pike Place Market in 1972. Known for its support of the Market community, the company believed in its unvarnished authentic charm and sought to create a kitchenware retail store in the center of it all. It was the first kitchenware store of its kind in Seattle, attracting food lovers and culinary visionaries alike, including Julia Child. The store quickly became a culinary hub, packed from floor-to-ceiling with the best kitchen goods, curated from across the globe.
Forty-five years later, Sur La Table has expanded from its humble roots into a national brand whose reach has spread to over 100 locations. The in-store experience has also evolved, and today Sur La Table hosts cooking classes where anyone can pull up a chair for a lesson at one of their fully-integrated kitchen retail locations.
The Challenge: When faced with an increasing number of customers migrating from brick-and-mortar stores to online shopping, Sur La Table saw an opportunity to leverage its vibrant history and unique in-store experience to build national brand awareness and drive engagement. The company aimed to establish a new brand vision, consumer segmentation model, and identity system to increase awareness, boost sales, and encourage customer engagement.
The Solution: CRP immersed ourselves in the history of the company and gathered key insights from consumers and employees from across the country. With a foundation of knowledge about the brand, CRP led Sur La Table’s key stakeholders through day-long retreat to clarify the brand’s direction. Our initial work resulted in alignment around a new purpose, bringing the brand back to its roots: “To bring people together through cooking. Because life happens around the table.”
The Results: The new brand positioning strategy and guidelines have increased awareness and engagement nation-wide and acted as a catalyst for exciting partnerships and opportunities. By sharpening Sur La Table’s brand purpose, touch point consistency, value proposition and omnichannel marketing strategy, CRP helped Sur La Table articulate why they are “on the table” – because life happens around it… and there is always room for more to join.
Creative Retail Packaging (CRP)
3131 Western Ave, Suite M501 Seattle, Washington 98121 US