Client story

New, global store design reignites the way consumers engage with Cat Inc.

Modernizing one of the world’s most recognizable workwear and lifestyle brands.


Refreshed and globally cohesive store experience 


Latin America


Aggressive concept rollout of 70 stores planned in 3 years

The challenge: Refresh a legacy brand to attract new, younger consumers while driving greater conversion in-store

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.

Bringing a groundbreaking spirit to the new Cat stores

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.

Reassurance through research

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.

Brand elements rooted in Cat’s DNA

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.

Building future consistency with a fresh toolkit

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.

Continued rollout and success

The new design will be implemented in 20 Cat monobrand stores in the coming year.