Leonidas
Future-proofing a master chocolatier: Leonidas partners with Design4Retail to develop a strategic, scalable store design concept to support growth ambitions.
Invite customers to explore, discover and enjoy chocolate.
Crafting a new chapter for a chocolate icon.
Idea
To shape a strategy with real impact, we immersed ourselves in the brand and its market. Touring a wide variety of stores across Belgium, France and the UK, we built a robust understanding of the opportunities and challenges at play. This revealed clear points where refinements could drive maximum results.
We also studied best-in-class confectionery retailers and explored competitors, gaining close insight into market standards and identifying avenues for innovation. From this, our strategy focused on building a clear decision-making hierarchy — helping shoppers navigate easily to their favourites, while celebrating the abundance of choice Leonidas offers.
Insight & Strategy
To shape a strategy with real impact, we immersed ourselves in the brand and its market. Touring a wide variety of stores across Belgium, France and the UK, we built a robust understanding of the opportunities and challenges at play. This revealed clear points where refinements could drive maximum results.
We also studied best-in-class confectionery retailers and explored competitors, gaining close insight into market standards and identifying avenues for innovation. From this, our strategy focused on building a clear decision-making hierarchy — helping shoppers navigate easily to their favourites, while celebrating the abundance of choice Leonidas offers.
Customer journey
Together with the brand, we reimagined the journey step by step, ensuring room for both product discovery and storytelling. We considered every shopper touchpoint, from window displays through to the chocolate counter and café offers.
We built in key moments to draw attention and inspire impulse purchases, driving increased basket spend. Seasonal ranges were given pride of place on table displays near store entrances, while angled wall bays encouraged browsing and gifting. Every element was designed to balance commercial performance with a sense of delight.
visualisation
Working in close collaboration with the Leonidas leadership team, we defined a concept direction that felt authentic to the brand and built for longevity. The design was tested and adapted for a wide range of retail formats — from large stores and cafés to shop-in-shops and mall kiosks — each with its own unique constraints.
REalisation
The result was the successful roll-out of five pilot stores across Brussels and regional France, marking the beginning of the next chapter in Leonidas’ retail story.
Following this, we developed comprehensive retail guidelines to support franchise partners. These guidelines detailed everything from materials and finishes to layout rules and merchandising principles, ensuring consistency while championing the new concept.
Wallbays
Attack table
Testimonial
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