Turning a 100 year classic into a brand that serves comfort

Before redefining Lakeview’s identity, we conducted an in-depth on-ground research across key locations, studying how the brand exists in real time. We mapped neighbourhood context, footfall, store visibility, perception and discovery through visual ethnography, anonymous buyer experience and in-depth staff interviews.

Across locations, Lakeview existed in high-potential environments, yet consistently blended into the background. Signage got lost in visual clutter, storefronts lacked distinctiveness, and interiors felt inconsistent. While it carried a 90+ year legacy, most consumers weren’t actively aware of it. Instead, what consistently surfaced across cohorts was familiarity, reliability, and ease.

Instead of modernising the brand or preserving it as-is, we chose to codify comfort. Our strategy focused on one clear idea: Lakeview is the place people return for certainty, familiarity and small moments of joy. The identity was built as a system, not a style. Grounded in three principles: consistency, simplicity and warmth, each one directly solving a tension uncovered in the research. By translating its legacy into a symbol of comfort, we gave it a more current expression, one that feels approachable and recognisable, urban yet memorable.