Bing Lee has unveiled a brand refresh designed to meet evolving consumer needs and further build trust with future generations, ahead of celebrating 65 years in business this August.

Bing Lee has cemented its customer promise – ‘to create better living in the home every day’ – with the products and categories it sells. This is reflected in the new tagline that reassures customers why they should shop with Bing Lee, ‘better living, every day’.

As an omnichannel retailer, Bing Lee wanted to better connect its online and offline experience to ensure customers receive the same service no matter how they shop with the retailer.

The refresh is rolling out over eight weeks across stores, online and advertising collateral with a brand campaign to launch mid-August celebrating 65 years of Bing Lee. The campaign celebrates the things that make better living in the home every day, focusing on product interactions and connecting with everyday routines with a twist of fun.

“We won’t take ourselves too seriously, we’ll have fun with our brand. We’re bringing the renowned radio humour of Yenda and Lionel across our touch points. We’ll continue to be authentic, build trust with consumers, focus on what it means to offer great value and drive our passion for the brands and the products we range,” Bing Lee merchandise and marketing director, Sam Zalin said.

Aligning with the brand refresh, Bing Lee has also undertaken an IT modernisation project, including a new web platform last year, new EPR this year and new bespoke Webpos to enhance the customer experience in-store and align with the brand direction.