It was important to bring awareness on how isolation and working from home has impacted mental health.
The logo itself is inspired by vintage hospitality brands.
Elizabeth Goodspeed critiques the rise of prefab brand identities sold through platforms like Lyon & Lyon’s Brands Like These. She explores how off-the-shelf branding commodifies design, reducing collaboration and authorship while appealing to startups seeking quick, affordable identities. The article situates this trend within a longer history of speculative branding and self-initiated design work.
The Brand Identity interviews Caserne’s creative director Ugo Lachapelle about Caserne Inn, a conceptual members-only resort created during the pandemic to raise awareness of isolation’s impact on mental health. The project includes a line of merchandise whose profits go to le CIEL, featuring a vintage hospitality-inspired identity and a short film directed by Charlotte Ratel. The initiative reflects Caserne’s self-initiated approach to creative expression and social responsibility.