In a remarkable brand refresh, La-Z-Boy, the 97-year-old recliner powerhouse, has masterfully repositioned itself, transcending its dated image to emerge as a contemporary symbol of consumer wellness and modern comfort. This strategic overhaul represents a rare achievement for legacy brands: a complete identity revitalization that projects forward momentum without abandoning its rich heritage.
For decades, La-Z-Boy carried a distinct cultural weight, often conjuring images of middle-aged leisure, traditional showrooms, and chairs associated with falling asleep during sporting events. This enduring perception, while familiar, did not align with contemporary design or marketing strategy, posing a significant challenge for a brand seeking continued relevance in an evolving market.
Recognizing this pivotal moment, La-Z-Boy embarked on its most extensive brand identity refresh in nearly a century, collaborating with the Stagwell agency Colle McVoy. This wasn’t merely a superficial rebranding effort aimed at fleeting attention; instead, it was a profound reassertion of its core value proposition – comfort – delivered seamlessly across every customer touchpoint.
Crucially, the transformation embraced, rather than erased, its deep-rooted legacy. Colle McVoy’s in-house design team crafted a new logo drawing inspiration from La-Z-Boy’s original 1927 mark. Every letterform was meticulously designed to echo the inherent softness of its recliners, featuring gentle curves and cushioning, creating a visual comfort positioning that feels tactile even before physical interaction.
This meticulous focus on sensory experience extends throughout the entire new visual system. An updated color palette introduces warm, nature-inspired greens and a vibrant burnt vermilion, evoking the tranquility of a fireside retreat. Complementary typography, motion graphics, and photography were carefully chosen to reinforce a pervasive sense of ease and relaxation, making the brand’s message felt rather than simply decoded.
Beyond visual aesthetics, La-Z-Boy expanded its company-owned retail footprint, now managing over half of its 355 locations. This strategic move grants the brand greater control over the end-to-end customer journey, from online engagement to in-store experiences and delivery. According to Christy Hoskins, La-Z-Boy’s Chief Marketing Officer, this updated identity provides a robust platform to articulate the multifaceted meaning of comfort, emphasizing its personal and tailored nature.
The timing of this revitalization is particularly insightful. In an era marked by widespread consumer burnout, fragmented attention, and an expanding consumer wellness market, La-Z-Boy is strategically positioning itself as a sanctuary – an ‘ahhh place.’ This shift in tone underscores a commitment to quietude, calm, and personal space, resonating deeply with modern aspirations for well-being.
Unlike many legacy brands grappling with identity crises between past and future, La-Z-Boy adeptly sidestepped this common pitfall. The brand didn’t pursue reinvention for the sake of it, nor did it mimic fleeting design trends. Instead, it delivered an authentically honest brand refresh, leveraging its nearly century-long existence to solidify its timeless promise of comfort, proving that true relevance often lies in amplifying what consumers already cherish.
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