Linn Gabathuler
English Version
Lacoste Street - A rebranding of the iconic Lacoste brand
As part of the module “Identity and Brand, Visual Identity for a Fashion Brand” in the Bachelor's program Trends & Identity at the Zurich University of the Arts, I designed a fictional branch of the fashion brand Lacoste. In addition to the tennis court, Lacoste has also made a name for itself on the streets for decades. However, the brand has hardly responded to this development in subculture and street style. I am addressing this gap in the market with the sub-brand Lacoste Street.
Inspired by European hip-hop and graffiti culture, as well as the Brazilian subculture of the “Lacosteiros,” who single-handedly made Lacoste their uniform on the streets of São Paulo, I designed a unique brand identity, from the logo, clothing, and website to stationery and a special magazine.
Design, content, and photography: Linn Gabathuler
Created in May 2025 as part of the module “Visual Identity for a Fashion Brand,” Bachelor's degree in Trends & Identity, Zurich University of the Arts.