Art of Living

Situation

Sales at multi-site, specialist retailer
of cookware had plateaued as the
business faced increasing competition.

Objective

Establish consumer recognition of the
personality and character of the retail brand - as distinct from the
merchandise - to generate shopper trial and loyalty.

Action

Create a strong corporate identity reflecting the core values and project it
vigorously on shop fascias, in-store, in advertisements, on the website
and in literature promoting a new customer loyalty scheme.

Result

Trading has responded to the higher profile and quality image.