Lenard’s launches retro look part of ‘Let’s Make Something Special’ campaign via IdeaWorks

Responding to extensive consumer research, Lenard’s is changing the look of its stores and staff uniforms nationwide to complement the launch of its new brand campaign; ‘Let’s Make Something Special’ designed by IdeaWorks.

Consumers said that Lenard’s stores looked a bit cluttered and outdated, so the retailer has designed a new retro fit-out solution for existing stores that presents Lenard’s new branding in a simple and de-cluttered manner.

Chris Searles, general manager of creative agency IdeaWorks, worked in collaboration with Lenard’s throughout the design process and explains the new store front and staff uniforms had to reflect the new brand positioning and deliver on the ‘something special’ promise.

Says Searles: “Lenard’s is constantly evolving with fresh new products and we needed to provide a realistic store fit-out option that synergized the new brand direction, positioning and products.

“We drew design inspiration from global trends and networks that have been successful and had proven to be appealing to consumers. We didn’t want to change Lenard’s image so that it was unrecognisable to its customers, we wanted to purely evolve and freshen it up.”

Due to Lenard’s extensive national franchise model, Searles said that the store renovations had to be both cost effective and achievable in the current economic climate.

Says Searles: “With Lenard’s operating almost 200 stores nationally, we needed to implement a contemporary fit-out that was realistic and attainable for the franchise owners. Simple in-store changes that are easy to implement, such as the featured wall graphic of the new brand strapline, are examples of the little things that we could do that would make a big difference.

“The ongoing price war between supermarket chains has posed some significant challenges in the current retail environment. Lenard’s has recognised the value of their customers and needed to successfully implement simple changes to their stores that reflected the demands of their customers in order to stay competitive and relevant.”

Says Zoe Jacovou, Lenard’s national marketing manager: “Lenard’s differentiates itself by consistently offering quality service and fresh and unique products. The Franchise Owners and their staff know their products intimately as the products are made fresh in store daily, and staff build relationships with their customers. The new store design projects this image of service and excellence in order to further distinguish us in the market. IdeaWorks met the brief of a cost effective design that reinforces the new brand positioning.”

Renovations to existing store layouts have commenced and will continue to roll out in 2013.

The new store design and uniforms are one key project in a “Program of Innovation” which is being rolled-out across the Lenard’s business. The program also includes a new fresh chicken supply methodology and a commitment to continuously providing exclusive, cutting edge product lines to its customers, demonstrated recently through the launch of the unique Lenard’s ‘Barbie Bags’ product concept. Lenard’s was rewarded for their innovation program by being recently named Retail Innovator of the Year 2012 at the ARA Australian Retail Awards.