Lacoste, everyone loves the crocodile but not everyone wears him same way.
Accompany TBS’s positioning, redefining the brand and style of instore experience.
Promote the brand in affirming its commitment to nature, comfort and the sea and re-anchor the brands expertise to its original territory, the sea.
Create a shopping experience in a new concept store, ‘Pontoon’ which symbolises the new brand positioning, ‘Between land and sea.’
Accompany Lacoste in its brand rationalisation, management and brand development on all licenses.
Following the premise, ‘Lacoste, everyone loves the crocodile but not everyone wears him the same way. Meant that a strategy of different ways of how a brand could be worn according to behavioural typologies was determined.
A new branding system was applied for all textiles and accessories, including eyewear etc.
The brand’s universe and territory of expression was also completely reorganised.