Lacoste

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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.

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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.

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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.

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Expertise

Brand architecture

Visual identity

Films & motion

Guidelines & toolkits