Brand repositioning for a Québec outdoor living retailer

Caserne, in collaboration with Rouge Cardinal, rebranded Club Piscine to modernize an iconic Québec retailer while preserving its heritage. The work began with a review of the brand’s history, recognizable visual elements, and past campaigns to ensure continuity. The project introduced a refreshed color palette, a modernized logo, and the new tagline “Le meilleur de l’été,” expressing the brand’s promise in outdoor living. Caserne helped build a more flexible and timeless visual system that could extend across platforms, products, and 41 franchise locations while remaining instantly recognizable. More than a cosmetic update, the project repositioned Club Piscine for a new generation without losing the warmth, familiarity, and product quality that defined the brand.

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