Accompany Lacoste in its brand rationalisation, management and brand development on all licenses.
Idea
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.