As part of the Caterpillar Inc. brand, the world’s leading manufacturer of construction and mining equipment, Cat represents its line of premium workwear and lifestyle products. The Cat “monobrand” store unifies these apparel, footwear and accessory products in one lifestyle retail experience — with nearly 200 head-to-toe stores operating around the world — though current stores lacked consistency and clear brand identity.

JLL Design Solutions was engaged to design a progressive, authentic, approachable — and easily replicable — new store design to inspire and ignite the way consumers engage with Cat while paying homage to iconic elements of Caterpillar, a nearly 100-year-old brand. Modernizing the monobrand experience is expected to attract new, younger consumers and drive greater conversion among brand loyalists.

JLL began by using Cat’s target customer as an edit point in deciding what direction would be right for the new design. Each part of the new design and concept was selected to deliver on future metrics of success: store expansion, generating online buzz and growing equity in the global Caterpillar brand.

Building upon the established brand equities of Cat Inc., the JLL team developed multiple directions for look and feel, using inspirational imagery, brand assets, material examples and more, before vetting the initial concepts with Cat distributor partners across the globe.

Once feedback was garnered and design directions were narrowed, the final concept came to life: Groundbreaking Spirit. This concept is inspired by a new generation of doers, unafraid to take risks, and the optimistic spirit that drives them. A bright, open aesthetic and unapologetic use of color throughout the concept illustrates their boldness and strength.