New, global store design reignites the way consumers engage with Cat Inc.
As part of Caterpillar Inc., the world's leading construction and mining equipment manufacturer, Cat represents premium workwear and lifestyle products. JLL Design created a progressive, authentic, and replicable store design to modernize consumer engagement while honoring Caterpillar's nearly 100-year legacy. This refreshed monobrand experience targets younger consumers and drives conversion among brand loyalists.
A brand ready for reinvention
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 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.
Bold color, bolder vision
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.
Four countries, one winning design
After completing the Groundbreaking Spirit preliminary design, JLL validated the new concept with a robust global research study: qualitative focus groups and a quantitative online survey with current and prospective Cat customers in four countries.
Insights from this research signaled a winning concept: a design that looks progressive but feels like the Cat brand consumers know and love — with strong colors, fresh materials, and dynamic cross-category storytelling that they said they would be likely to shop.
Industrial heritage, modern expression
Throughout the refreshed design, every material selection was hand-picked to reflect Cat's rich DNA. Each choice ties back to an iconic brand element in a modernized and balanced way, allowing the product to be the hero within the space.
Large, uniquely Cat-branded elements stop customers in their tracks and set the brand apart. Dynamic use of Cat Yellow and other brand colors are used at the storefront as well as in merchandising displays and brand focals to strategically maximize brand impact.
A workbook for worldwide rollout
Once the Groundbreaking Spirit design was reviewed by Cat Inc., work to create a retail workbook began. The final workbook is the new standard for how each Cat monobrand store comes to life, ensuring every location best represents Cat's brand strengths: authentic, progressive, and approachable.
Provided to distributors worldwide along with physical material samples, this workbook is critical in driving each market's implementation and ensuring that the new design is carried out consistently and cohesively to all locations.
The new design will be implemented in 20 Cat monobrand stores in the coming year.
Design services
Transform your space with design strategy and delivery. Explore our full design services to create workplaces that drive business performance and enhance employee experience.Back to design