We began by redefining the foundations of Lina’s through a comprehensive brand platform. Positioning, brand voice, tone of voice, graphic charter and seasonal storytelling matrices were designed to give lasting structure to the brand’s expression. This work provides Lina’s with a clear framework, capable of supporting its high points, the evolution of its menus and the coherence of its statements throughout the year.
Marketing 360 Lina's
Reinventing an icon to give it new life
The brand
Lina’s
Services
Brand strategy, creative concept, brand voice, social networks, shooting, website
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Lina's
Background & brief
Reaffirming Lina’s identity to support its redeployment
Lina’s is one of those brands that have made a lasting mark on their market. Founded in 1989, the brand established itself as a benchmark in the sandwich market, before losing momentum and expression over the years.
The challenge was not to launch a new brand, but to breathe new life, coherence and desirability into an already established brand. We had to rethink its foundations, redefine its voice, structure its codes and build tools capable of supporting its rebirth over the long term.
Our mission was to support this redeployment from start to finish, using a 360° marketing approach, from brand strategy to concrete activations, first in France, then with a view to international deployment.
Redefining brand fundamentals
Giving the brand a voice, a tone and a direction
The first step was to give Lina’s a brand territory that was legible, desirable and activable. We worked on a complete brand platform, accompanied by a brand voice and a graphic charter, in order to clarify its positioning, tone and codes of expression. This strategic foundation would enable the brand to regain its coherence, while adapting to new uses, new ways of speaking and the evolution of its market.
Consistency at every point of contact
A brand designed for homogeneous living
Beyond the strategic definition, the challenge was to ensure real continuity between the brand’s different media and moments of expression. Website, campaigns, content, community management, in-house tools and commercial messages all had to speak the same language. This consistency was essential to reinforce Lina’s legibility, install a more contemporary image and enable the public and teams alike to immediately identify what the brand is saying, both visually and editorially.
Laying the foundations for sustainable development
Building a brand capable of sustainable deployment
The relaunch of Lina’s could not be limited to a simple visual upgrade. A framework had to be designed that was both solid and flexible enough to support the brand’s future development. All the redefined elements were designed to be adaptable and understandable in different markets. The aim was to build a brand capable of existing with the same accuracy in France and internationally, without losing its singularity or expressive power.
From the brand platform to its activations, we supported Lina’s in a veritable renaissance strategy. Conceived as a 360° marketing approach, this strategy articulates brand platform, communications campaign, e-commerce site, photo and video content, and social networks in a single movement. The result: a clarified, updated brand, ready to shine again, both nationally and internationally.
Global strategy and 360° marketing
From the definition of a brand strategy to its implementation and application
Pillar 1: rebuilding the brand
Pillar 2: creating a sustainable campaign
At the same time, we designed a long-term communication campaign around the So French signature. Designed to be fresh, contemporary and timeless, it accurately blends French references and internationally understandable expressions. Its aim: to modernize the image of Lina’s, restore its desirability and assert a recognizably French personality, capable of living over time as well as in different markets.
Pillar 3: deploying the brand digitally
The new identity was then embodied in an e-commerce site developed on Shopify. Designed as a faithful translation of the brand strategy, the site rigorously applies the graphic charter, brand voice and campaign codes defined upstream. It’s not just a sales tool, but a space for expression in its own right, capable of extending the Lina’s universe into a coherent digital experience.
Pillar 4: content production
To give substance to this renaissance, we organized two photo shoots: a lifestyle shoot and a product packshot. We also created short videos, conceived as an extension of the brand voice and campaign. This content was intended to feed the brand’s website, social networks and public statements, while at the same time establishing a more contemporary, embodied and desirable image.
Pillar 5: Activate the brand on social networks
Finally, we support Lina’s in its social media strategy and community management. Social networks extend the brand on a daily basis, applying the editorial codes defined upstream and building on the content produced during shoots. They enable Lina’s to bring its new identity to life, strengthen its proximity to its audiences and gradually establish a more contemporary and coherent presence.
Geberit
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