Premium packaging that embodies Lacoste’s tennis heritage

For the launch of L.12.12 Silver Grey and Silver Rose, Lacoste Fragrances needed packaging that felt elegant, modern and true to the brand’s heritage. The challenge was to translate the geometry and texture of René Lacoste’s steel tennis racket on a paper-based carton — refined, understated and aligned with the visual identity of the L.12.12 fragrance range.

Translating the geometry of René Lacoste’s steel tennis racket into an outer pack required precise tooling and a custom multi-pass embossing process. Each layer — from the blind-embossed pattern to the logo, text and crocodile — had to align with exacting clarity. Multiple varnish finishes added complexity, demanding close coordination across design, print and conversion teams to deliver a seamless, premium result.

This project shows how structural creativity and precision can elevate a brand without excess. By trusting the material and focusing on touch, Lacoste Fragrances achieved packaging that feels premium and true to its understated aesthetic. Produced by our team in Obersulm, Germany, it blends brand heritage with modern refinement — delivered with consistency at scale. The result reinforces the fragrance’s positioning and strengthens Lacoste’s shelf presence, proving that subtlety, done well, makes a lasting impact.