Guided by a strong desire to enhance its desirability quotient and refresh its image, the iconic brand retained Seenk to position it halfway between sportswear and French elegance.
Elegance, meet performance
Lacoste was born out of the contrast between the powerful drive of a swinging racket and the featherlight style of the impeccably cut, crocodile-branded polos made famous by a tenacious – yet perfectly debonair – champion.
To reconcile the brand’s athletic heritage with its founding father’s classic style, Seenk set off the transformation by applying a lighter, more subdued treatment to the crocodile emblem.
This branding has teeth
Who better than the famous crocodile to speak on behalf of the brand? This cleaner, lighter, more vintage revision reflects fashion's current typographical references. Its soft and unstructured curves have been harmonized, imbuing the figurative icon with the nobility of a heraldic emblem. A horizontal graphic structure was also created to abate the brand's exclusive image.
Unifying the brand experience
To enable Lacoste to communicate its history most effectively, Seenk formalized the brand’s platform: we designed and implemented a Brand Guide for staff and partners, and created three new proprietary fonts to enrich the house’s singular heritage. Game, set, match!
Visual identity & apps
Guidelines & Toolkits