Evolving an iconic brand from Quebec while preserving its heritage is a significant challenge. The rebranding of Club Piscine is the result of a collaboration between Rouge Cardinal and Caserne. The goal was to reinvent the brand's identity so that it remains true to its roots while responding to the expectations of a new generation. The first step was to study the brand’s history, its iconic visual elements, and the impact of its past campaigns, ensuring a seamless transition between the past and the future. The main challenge was to update the brand’s image while preserving its core identity, which evokes both the warmth of summer and the quality of its products.

The rebranding process was guided by key elements: a revised color palette, a modernized logo, and a new tagline, "Le meilleur de l’été" ("The Best of Summer"), which embodies Club Piscine’s promise and its expertise in outdoor living. This strategic and creative collaboration led to a refreshed visual language that captures both the brand's legacy and its future ambitions. Every aspect of the visual identity was carefully reimagined to enhance the flexibility of the overall system while respecting the brand’s legacy. The goal was to create a cohesive and timeless identity capable of adapting to different platforms and a wide range of products, while remaining instantly recognizable to consumers. The new visual identity for Club Piscine was gradually rolled out across all 41 franchised locations, offering a unified and refreshed customer experience. This strategic evolution goes beyond a simple aesthetic update: it represents a profound repositioning of the brand, grounded in the present while honoring its past. The final result is a brand that is more modern, more engaging, and still just as true to what made it iconic, all thanks to the seamless collaboration between Rouge Cardinal and Caserne.

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