Colour DNA

(Regent Street / Lacoste flagship store)



To reignite interest in the classic Lacoste Polo shirt, to drive footfall in-store and spur a sales uplift we created the Lacoste Colour DNA campaign.

Customers could pop into Lacoste stores and pick a polo style that truly reflects the person’s personality.

Together with a renowned colour psychologist, we created four main colour palettes based on the huge spring/summer Lacoste polo collection. In-store customers could participate via kiosks or printed questionnaires to find out their true colour personality. Polos were cleverly displayed via personality types and directed by POS. Online, a dedicated microsite and Facebook app allowed customers to produce their own personality type business card which also had a voucher incorporated.



Lead Designer
Liaise with printer and production company
Overseeing install, staff briefing (quality management)

  • brand identity Lacoste Colour DNA
  • front end website designs
    [interactive questionnaire, Lacoste Polo shirt heritage, collection database, personalised colour palette, voucher, share via social media]
  • POS/Retail assets
    [giant DNA spiral, backboards, window graphics, printed questionnaire, shelf strips, voucher, heritage brochure, interactive kiosk]
  • staff promotional material
    [lanyards, printed campaign brief]
  • client de-brief
    [sales stats, google analytics, customer feedback]



Winner for Best Use of In-store / Marketing Week Engage Award 2010
Silver in the Fashion category / ISP Award 2010

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