Rebranding an iconic Quebec brand while preserving its heritage is a challenge. Club Piscine’s transformation, a collaboration between Rouge Cardinal and Caserne, aimed to modernize its identity while staying true to its roots. Caserne’s process began with an in-depth study of the brand’s history, ensuring a seamless evolution. The challenge was to refresh its image while maintaining its essence—evoking summer warmth and product quality.

Key updates included a revised color palette, a modernized logo, and a new tagline, “Le meilleur de l’été” (“The Best of Summer”), reflecting Club Piscine’s expertise in outdoor living. The refreshed visual identity enhances flexibility while respecting its legacy. Rolled out across 41 franchised locations, the new brand experience is cohesive and engaging. More than an aesthetic update, this evolution represents a strategic repositioning—making Club Piscine more modern and relevant while preserving what made it iconic.