We were appointed to reposition the brand and refresh the identity and overall look and feel for pioneering kitchenware and home solutions retailer Lakeland. After extensive research, which included three key channels – stores, website and mail-order catalogue – we created a unique brand positioning and set of values. These provided the platform for the creative process and redesign of the visual identity, including an overall house style adapted for each of the channels. The new brand identity was applied across 68 stores, countless products, packaging, social media, marketing campaigns, advertising, visual merchandising, POS, events and millions of printed catalogues. As part of this comprehensive project, significant attention was also given to internal communications, colleague training and literature.