LuLu — Promotion Guidelines

When a retailer ships hundreds of promotional assets a week across teams and agencies, consistency stops being a matter of taste and becomes a design problem. This guideline system solved it — one source of truth for how a LuLu promotion looks, from the price badge up.

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

In the feed

The same rules travel to social. Templated post layouts let the marketing team drop in a new offer and stay on-brand without a designer in the loop — and the motion versions give the feed a pulse.

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 cuts of the same templates keep the grid moving — small loops that add energy to a price drop without ever breaking the system.

Animated LuLu electronics promotion loop with floating gadget icons

Animated LuLu price-drop loop with sale numerals on red

In the wild

On shelf, on screen, in hand — the payoff is a promotion that looks unmistakably LuLu wherever it lands, produced fast and consistently by whoever picks up the file.

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