Iconic Quebec Brand Club Piscine gets a makeover

Montreal design studio Caserne—a multiple 2025 Applied Arts Design Awards winner with a whopping 16 entries selected for inclusion—continues to impress. What’s in the water at this powerhouse studio? Applied Arts was intrigued to find out.

Sébastien Paradis, a 2025 Design Awards judge, partner, and design director at Caserne, highlighted the redesign of Club Piscine as a recent favourite. It also impressed our judges—(judges abstain from scoring conflicting entries)—as a Complete Rebrand/Identity Program category winner.

Rethinking an iconic Quebec brand while preserving its heritage is a true challenge. The redesign of Club Piscine’s visual identity aimed to modernize its image while staying true to its roots and meeting the expectations of a new generation.

The goal was to elevate the perception of product quality and refresh the brand image, all while preserving its essence that evokes warmth, happiness, and a family spirit. Transforming the smiling mascot without reducing it to a simple illustration or emoji was a central challenge to maintain an identity that is both playful and credible.

The graphic solution lies in balancing dynamism and credibility. The modernized logo, revised colour palette, and rounded typography give the logo a fresh and playful touch. In addition, a more structured and modular design allows the logo to adapt to various contexts to maximize its impact. The letters “N” and “E” in “Piscine” were redesigned in lowercase at capital height—making the wordmark dynamic, sophisticated, and distinctive. This subtle blend, carefully crafted, results in a modern and engaging logo that remains true to its roots and values.

The result: a contemporary, engaging identity that stays true to its roots. Congrats, Caserne, on a rebrand done right!