Lacoste Sport Active AW13

ODD have worked with Lacoste for seven years, producing the retailer’s seasonal concepts and campaigns.

Ambition

We were asked to create an overall visual language for Sport Active that would enable Lacoste to call out different product stories, and more effectively engage their target audience.

The ODD Solution

We adopted a unified graphic language that tied each of the four product stories together as a full, cohesive set.

We commissioned illustrator Danny Sangra to create graphic interpretations of these four product stories: Closing Party, Neon-ski-on, Man Overboard, Field and Stream.

These graphic executions were applied beneath still life set ups of the products. Each story adopted a ‘Born to…’ expression, which talked about the product having a DNA and being born out of a specific section of the brand’s heritage.