A true force for good, LEON is a brand for the people. A business that leads from the front on the important issues, with the aim of democratising food and health by being the most convenient, accessible option, at scale.
A new content arm of the company needed a home. ’LEON Presents’ was developed to share the stories that had long defined the brand: Purpose over profit, asking the hard questions, celebrating suppliers supporting the cause. A platform aimed at a new, younger audience, competing with entertainment hubs, streaming informative and inspiring stories to save the human.
Naturally fast everything
At every juncture, we returned to two defining terms that epitomise LEON at it’s most valuable and differentiated. Content had to be naturally fast. Navigation had to be naturally fast. Changes had to be naturally fast.
Content of all shapes, sizes and sounds
Relevant and bite-sized. Video-first. Mobile-always. Tailored to the time of day. LEON Presents is unlike anything the brand has touched before. And a vision of its future, driving loyalty, advocacy and brand awareness.
Fresh, vibrant and natural
LEON’s approach to food is fresh, natural and vibrant. So, we developed and art directed a photographic style that reflected exactly that, capturing the warm and playful nature of the LEON brand.
Block colour backgrounds, natural light and a stop-frame approach to motion present an eye-catching, contemporary and entirely human feel.
Food for everyone
LEON’s front-foot attitude to allergens is unparalleled on the high street. The website was designed with an underserved audience in mind.
We created a menu filter that would tailor the entire website according to your dietary requirements. LEON don’t take a ‘tick box’ approach to allergens; nor did we.
A platform primed for growth
What if 14 retail products increased to 100? What if 80 restaurants became 1,000? Every structural decision was made with LEON’s inevitable expansion in mind.
A global pandemic
The site was ready for release. And then COVID-19 hit.
Never had LEON’s resilience and adaptability been tested to this degree. The website was naturally under similar scrutiny.
Through their Feed NHS campaign, LEON mobilised their teams once again to provide meals for those on the front line, delivering 40,000 meals a day and raising over £1.2m.
Feed Britain created a collaboration of hospitality brands and members of the supply chain, shipping meal kits to 500+ postcodes in the U.K. 11 restaurants were converted into retail stores in days. Delivery and click & collect came to the fore. Simply put, the brief had changed.
We adapted the site, optimising the journey for LEON’s new reality and driving critical sales and support. The site has and continues to evolve as the business adapts. As we all adapt.
We collaborated with Spork Digital on the project, taking the lead on research, insight, strategy, wireframes and design, before handing over to them for the React build and implementation of Sanity, a headless CMS designed to handle the varying levels of permissions and integrations that future growth would require.