Lacoste product naming

The challenge
Lacoste’s premium footwear range for AW17 was designed around the themes of ‘heritage’, ‘winter in the city’ and ‘urban exploration’.

We were asked to create unique and memorable names, for 30 new styles, that would resonate with the brand’s premium consumers worldwide, and which would be in keeping with the Lacoste’s sophisticated tone of voice.

What we did
Following a research stage that delved into Lacoste’s back catalogue of product names, tennis history and founding stories, we implemented our ideation process based on custom criteria developed around the seasonal themes.

After producing our potential names, we carried out a series of checks and searches to ensure our final selections met the agreed criteria and were copyright-free.

The outcome
We supplied a long-list of 300 approved, on-brand names (10 per style), to allow for final selection by the key brand stakeholders and the brand’s legal team. These reference a range of themes from luxury ski resorts, René Lacoste’s tennis championship-winning contemporaries and variations on locations and venues significant to Lacoste’s brand history.

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