Driven by a desire to gain in desirability and enhance its image, the iconic brand called on Seenk to better enhance its positioning halfway between sportswear and French elegance.


Once a sport-chic, always a sport-chic

Lacoste is the story of an eternal tension between a powerful racquet stroke and a style imbued with lightness, an offensive crocodile and gracefully cut polo shirts, a champion with unparalleled tenacity, but with an always refined style.
Seenk evolves the symbol of the brand by reworking the logo with a more sober and refined treatment to reconcile the sporting heritage on one side with the subtle style of the founding father on the other.


dandy crocodile

Who better than the crocodile to make the brand speak? In its latest evolution, an antique treatment, more sober and finer, has made it possible to obtain a design that more closely echoes the typographic codes of fashion brands. Its supple and unstructured curvatures have been harmonized, thus reducing its figurativeness to give it the nobility of a heraldic emblem. A horizontal structure is also created to reduce the statutory feeling.

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A unified brand experience

To enable Lacoste to best express its history, Seenk is formalizing the brand platform, designing and producing a brand guide for employees and partners and designing 3 new proprietary typographies to enrich this unique brand heritage. Game, set and match.



Brand architecture

Visual identity

Films & motion

Guidelines & toolkits