Caran d'Ache, Genève
2015 marks the 100th anniversary of Caran d’Ache. In recognition of this momentous occasion, Caran d’Ache tasked us with concentrating its brand around a central identity. The renewed identity serves as the foundation for implementing the company’s global development strategy.
When Caran d’Ache approached us to work with them we were thrilled. They represent so many different things to us, and their pencils are part of our culture. Working on a brand so profoundly present in our childhood memories wasn’t easy. It was a challenge for everyone. The signature of the cartoonist Emmanuel Poiré, to whom Caran d’Ache owes its name, was the starting point of our redesign. When we considered Poiré’s signature, the fact that they are a Maison de Haute Écriture made it obvious that such an iconic brand should have it’s own typeface. We knew that by developing a typeface, it would allow us to express the elegance and uniqueness of Caran d’Ache. The typedesign was carried out by Matthieu Cortat.
Our collaboration with Caran d’Ache was and remains very constructive. By sharing a lot of information and emotion, they allowed us to fully understand their brand, resulting in a great partnership.