Lékué
Lékué’s “Less is More” communication campaign
Lékué's communication campaign: saving time, energy, and money in the kitchen
Communication
Challenge
Lékué’s communication campaign: exploring the benefits of microwave cooking
It’s a well-known fact that electromagnetic waves have taken over our kitchens and revolutionised our lives. But do you know the exact multitude of benefits that microwave cooking brings? Lékué does, and they want to share it with you through their latest communication campaign.
A study conducted by the Diopma Centre at the University of Barcelona concludes that, compared to other cooking methods, using Lékué microwave utensils means savings in energy, money, and time. Moreover, the food retains its essential vitamins and minerals while preserving its delicious flavour.
We understand that delving into a report can be extremely tedious, and we don’t want to put you through that. So, with this communication campaign, our aim is to present the results in a clear and understandable manner. Most importantly, we want to highlight the direct impact that this triple saving has on our daily lives.
Process
With Lékué’s communication campaign, less is more
“Less is more” serves as the guiding principle behind the communication campaign we have developed for Lékué. It encapsulates the essence of modern design, helping us streamline and enhance message comprehension by focusing on what truly matters and eliminating the unnecessary. This expression aligns perfectly with Lékué’s philosophy, which prioritises functionality and responsiveness to consumer needs.
Rather than presenting a study, this communication campaign introduces a slow life lifestyle that caters to individuals who value their time, respect their surroundings, and opt for healthy, locally sourced food. It speaks to those who cherish living in the present moment, regardless of how fleeting or seemingly simple it may be. It appeals to those who seek simplicity and do not want to overcomplicate their lives.
By cooking with Lékué, we discover that less energy leads to greater sustainability and, consequently, increased well-being. Spending less means having more financial resources to invest in the things we truly desire, such as exciting adventures and memorable getaways. And by reducing cooking time, we gain more opportunities to dedicate ourselves to activities that bring us joy and fulfilment, like practicing yoga or indulging in our favourite TV series. Ultimately, it all boils down to the idea that less is more.
A communication campaign with a simple yet effective design
For this communication campaign, we established an art direction that captures all the benefits of embracing the slow lifestyle (even when cooking with speed) offered by Lékué.
Short and concise copy complements the art direction, creating a delightful blend of imagery and text that aims to bring a smile, departing from the seriousness and complexity typically associated with scientific studies.
The campaign design incorporates the brand’s corporate typography, while the colours chosen are in harmony with the art direction we have developed for their collections and products over the years.
Complementing the campaign is a range of soft but characterful colours, easily relatable to the slow life movement. This deliberate decision not only strengthens the campaign’s message, focusing less on the product and more on the overall brand identity and image.
Let the “Less is More” communication campaign reach as far as possible
The art direction and design of this communication campaign translate into graphic applications for online platforms, such as social media and websites, as well as extending to the brand’s retail spaces or point of sale by adorning tabletop displays. It establishes direct communication with their loyal customers, involving them in the additional benefits of trusting in their products.
In the digital sphere, we have also created audiovisual pieces that effectively communicate the energy, time, and money savings achieved by using Lékué’s steam case. Building upon the same art direction, we have crafted a storyboard and storytelling approach that simplifies and disseminates the different messages in an uncomplicated manner.
As an exciting addition, we have expanded Lékué’s communication campaign into the realm of outdoor advertising. For several weeks, we surprised and engaged the citizens of Barcelona by showcasing the benefits of microwave cooking through bus advertisements on lines 7, 33, H8, and V15
Result
A communication campaign that conveys a message filled with optimism
In a time of heightened concern over the effects of climate change, Lékué addresses sustainability in this communication campaign. Amid an economic context marked by inflation and an energy crisis, it proposes reduced expenditure. And as a remedy for the frenetic and accelerated pace of life that society is subjected to, it offers the gift of time.
At NOMON DESIGN, we are thrilled to have contributed to transmitting this powerful and optimistic message by designing their communication campaign. Because in the current times, good news and positive lifestyles are always welcomed.
Tags: Communication
2023
More Projects
