LuLu — Promotion Guidelines

The problem

Promotions had got away from them. Every team and every channel picked its own colours and type, so one weekly offer looked like three different companies across social, in-store and internal comms. It read as chaos, and it made the message harder to hear.

What I did

One promotion system for all of it. Rules, templates and components tight enough to hold hundreds of weekly assets together, loose enough that teams across the GCC could still move fast. Same offer, same voice, whether it lands on a phone, a shelf or a staff noticeboard.

The system

The foundation is a documented kit of parts: a colour logic that maps to promotion types, a type scale that survives from billboard to bag-stuffer, and an icon set built to read at a glance. Get these right and everything downstream falls into place.

Colour palette spread from the LuLu promotion guidelines, mapping each promotion type to its own colour — Colour logic — each promotion type gets its own signal

Typography spread showing the promotion type scale and hierarchy rules — Type scale — consistent hierarchy from headline to fine print

Icon set spread with category and offer icons used across promotions — Icon set — category and offer cues that read at thumbnail size

LuLu social post — fishmonger holding up a fresh catch at the seafood counter

LuLu social post — smiling store colleague in uniform on the shop floor

LuLu social post — hand holding a bottle of fresh juice in the produce aisle

Animated LuLu electronics promotion loop with floating gadget icons

Animated LuLu price-drop loop with sale numerals on red

Wall of LuLu promotional price cards mocked up in a store setting — The system applied — in-store and on-pack

Wide mockup of LuLu promotional materials applied across in-store formats — One look, end to end