After completing its 85th birthday, Lacoste felt like it needed a refresh. They were looking to expand into new categories but needed clarity into what those could be. They were also looking for different lenses to show and communicate their brand, in ways that could make it a more desired brand for younger audiences.
Lacoste comes from a beautiful story, centered around the personality of its founder = a tennis champion but also a polymath who designed everything with elegance, from the first polo shirt to airplane propellers. Being this sort of characters, for years, the brand was in fact a reference for elegance, class and s symbol of success. 85 years on whoever, who were they serving today? Had the status remained? If they wanted to expand into new categories and new audiences, they had to first understand who consumed their products.