Club Piscine is the largest retail chain in Quebec, offering a range of products including pools, garden furniture, barbecue equipment, and spa products. The brand was created by Robert Aumont, who started the business by selling pools and gradually added sports goods, later expanding into outdoor leisure products. After several experiments with names and product lines, the brand returned to the short name it had originally used.
The previous logo appeared outdated and overloaded. Visually, it mixed multiple fonts, colors, and styles, while the smiley-face symbol seemed out of place amid the clutter. Instead of associating with summer leisure and joy, it resembled a typical advertising sign overloaded with meaningless details.
The brand became simpler and more pleasant in the new style developed by the Caserne studio. The logo is based on the Diatype Rounded font, which appears friendly. The letters are round and soft, reminiscent of the smooth shapes of inflatable pool toys. An important detail is the lowercase letter “e,” which gives the inscription a casual and relaxed feel. This small feature saves the logo from excessive formality, creating a summer leisure mood.
The smiley face became clearer and more expressive. Now it naturally complements the inscription, reminding viewers of carefree vacations. The brand’s vibrant red and blue color palette supports an energetic atmosphere, evoking associations with sun and water. This color choice suits a brand aiming to provide customers with a summer mood all year round.
The new slogan “Le meilleur de l’été” (“The best of summer”) logically complements the style, reflecting the brand’s core idea: everything for summer comfort and pleasure.
Club Piscine removed visual noise and created an identity perceived as friendly, evoking pleasant associations with summer leisure. It preserves the main thing, the atmosphere of joy and quality products for outdoor living.
