Caran d’Ache writes its own story

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.

Client

Caran d'Ache , Geneva, Switzerland

See more work we did in

Services

Strategy + Branding

Caran d'Ache

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.

Partner
Caran d'Ache

Working on a brand so profoundly present in my childhood memories wasn’t easy. It was a challenge for everyone.

Senior Designer
Caran d'Ache

The signature of the cartoonist Emmanuel Poiré, to whom Caran d’Ache owes its name, was the starting point of our redesign.

Design Director, Partner
Caran d'Ache
Caran d'Ache
Caran d'Ache

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.

Design Director, Partner
Caran d'Ache
Caran d'Ache

We knew that by developing a typeface, it would allow us to express the elegance and uniqueness of Caran d’Ache. The alternates developed allow numerous combinations.

Designer
Caran d'Ache
Caran d'Ache
Caran d'Ache

The typedesign was carried out by  Matthieu Cortat.

Design Director, Partner
Caran d'Ache

The emotion of handwriting is a distinctive asset of the brand and the typography reflects that heritage.

Senior Designer
Caran d'Ache
Caran d'Ache
Caran d'Ache

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.

Office Manager, Partner
Caran d'Ache
Caran d'Ache
Caran d'Ache