Good Thing Going is a brand design studio that helps brands gain a competitive edge in the market.
Lafuma Plus︎︎︎
Brand Identity
May 2021
▪ Project Owner : LF Corp
▪ Design : Seung Ah Lee
Z-generation, which highly values personal preferences, considers outdoor products as a means to express their individuality. The demand for products that seamlessly blend into both daily life and outdoor activities continues to grow. In response to this market trend, Lafuma has decided to rebrand itself as Lafuma Plus, aiming to target the Z-generation with a new brand. Therefore, the goal of this project was to move away from the traditional outdoor brand image that focused solely on functionality and quality and instead revitalize the brand with a more youthful and differentiated image.
While preserving the existing strengths of Lafuma, we defined a new set of brand values for Lafuma Plus, elevating it to a higher level. The objective was to establish a fresh brand identity that reflects one step beyond the conventional image of the brand.
▪ Design : Seung Ah Lee
Z-generation, which highly values personal preferences, considers outdoor products as a means to express their individuality. The demand for products that seamlessly blend into both daily life and outdoor activities continues to grow. In response to this market trend, Lafuma has decided to rebrand itself as Lafuma Plus, aiming to target the Z-generation with a new brand. Therefore, the goal of this project was to move away from the traditional outdoor brand image that focused solely on functionality and quality and instead revitalize the brand with a more youthful and differentiated image.
While preserving the existing strengths of Lafuma, we defined a new set of brand values for Lafuma Plus, elevating it to a higher level. The objective was to establish a fresh brand identity that reflects one step beyond the conventional image of the brand.