Lacoste Beverage is a conceptual brand extension exploring how Lacoste's sporty heritage and premium lifestyle positioning could be translated into a refreshing soft drink experience. Built around the concept “Play. Refresh. Repeat.”, the project combines product design, packaging, branding, and a 360° campaign to create a cohesive product world beyond fashion.
How can Lacoste's sporty heritage and premium lifestyle positioning be translated into a completely new product category while remaining authentic to the brand? The challenge was to create a beverage experience that captures the energy of sport, the elegance of fashion, and the lifestyle associated with the Lacoste universe.
Inspired by Lacoste's heritage in tennis and sport, the project explored the creation of a premium refreshment product designed for moments between performance and lifestyle. Built around the concept “Play. Refresh. Repeat.”, the beverage was envisioned as an extension of the Lacoste universe - capturing the energy of sport, the elegance of fashion, and the social rituals surrounding both.
The final outcome is a fully realized brand extension that demonstrates how Lacoste could successfully enter the beverage market. Combining product design, packaging, branding, and a 360° campaign, the concept creates a believable and cohesive product world that remains true to the brand's identity while opening the door to a new category.
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