Learning from Lego: How to integrate values, brand experience and interior aesthetic?

Here I provide an overview of what we can learn from a household brand like Lego. Read on for an excellent case study into combining the worlds of branding and design, to create a truly cohesive and consistent brand experience.

Firstly, think of Lego, and what comes to mind? For me it's the colour yellow. Closely followed by the famous brick design.

Straight away, we are given a big clue to the brand's commitment to creativity, imagination, and child-like fun - purely by the connotation with the colour yellow. not only enhances its identity but also creates a unique and memorable customer experience. Here, I will explore how LEGO embodies these values across various touchpoints:

1. Brand language

Lego's communication style is a critical element of its brand identity, characterised by a playful and engaging tone. This approach resonates with children while evoking nostalgia in adults. Key aspects include:

• Whimsical and imaginative terminology in product descriptions that captures the essence of play.

• Storytelling that emphasises adventure, creativity, and the limitless possibilities of building.

• Inclusive messaging that invites people of all ages to join in the fun, fostering a sense of community.

  
  

2. In-store experience

The in-store experience at LEGO is meticulously designed to immerse customers in a playful environment. Notable features include:

• Brightly coloured displays that just screams childlike fun

• Interactive play areas that encourage hands-on play with products

• Friendly and knowledgeable staff trained to create a welcoming and supportive atmosphere

• Passionate employees that foster connections with customers

• Events and workshops that promote creativity, allowing customers to connect and collaborate

• Specialist photo opportunities, or unique sets to appeal to the brand advocates and add a fun footfall driver

  
  

3. Head office design

Lego's headquarters exemplifies its core values through thoughtful design and layout. Key elements include:

• Open spaces filled with natural light and vibrant primary colours that inspire creativity and innovation.

• Collaborative work areas designed to foster teamwork and brainstorming.

• Playful elements, such as LEGO sculptures, slides and themed meeting rooms, that ignite imagination and encourage out-of-the-box thinking.

  • Remembering here that children are key markets for Lego - children wouldfeel at home peeking into the Lego head office and also as adults these playful and fun design decisions remind us of childhood

  • These inclusions also make us feel it's a fun place to work, further reinforcing the brands appeal to children (and to parents buying for children) that Lego is a fun brand.

    
    

4. Product design

Lego's products themselves are a testament to the brand's core values, showcasing:

• Bright colours that appeal to children and stimulate creativity

• Modular designs that inspire imaginative play and exploration

• Thematic sets that resonate with diverse interests and age groups, ensuring there is something for everyone, and that those child consumers can remain lifelong advocates of the brand; think here about the adult-centric product lines. These also often come with a higher price tag representing a lucrative commercial opportunity for the brand.

  
  

Best practices for smaller brands

Lego's successful integration of its core values offers valuable insights for smaller brands looking to strengthen their identity and customer engagement:

• Emphasis brand identity: Clearly define your brand identity with a brand playbook. Then make sure it's a golden thread across EVERY touchpoint consistently. Use it for recruitment, so that it transcends your culture. Use it in your decor, use it in your language. Your colour selections, your language choice...everywhere.

• Brand police: Shouldn't be a dirty word in business. There is a reason that a brand like Lego sticks to a consistent colour palette, a visual identity and a list of its core values and tone of voice. Every time you veer off course, you're confusing your customer about who you are and what they can expect of you.

• Live the brand: Design customer interactions—whether online or in-store—that reflect your brand's personality and values, ensuring a cohesive experience. Don't just make your brand a logo and pretty colour palette. Bring it to life, and you'll stand out.

• Build a community: Encourage customer participation, collaboration, and shared experiences. Why not start with social media? It's a cost effective way for businesses to start creating a community, and often these will be your strongest advocates.

• Define your values: Incorporating elements of fun and creativity may not be appropriate for your brand, but what values would be appropriate? Make sure you're consistent here and you weave your values through to the brand experience.

  
  

By learning from LEGO's exemplary integration of core values into every facet of its brand, smaller brands can enhance their identity, engage customers effectively, and foster lasting relationships that drive growth and success.

P.S. Sound good? Let us know how we can help you to deliver a tailored approach, based on best practice, for your business.