Caserne makes a splash with its playful rebrand that dives into Club Piscine’s 35-year heritage

“As it approaches its 35th anniversary,” Caserne’s Design Director Sébastien Paradis tells us, “Club Piscine Super Fitness is returning to its roots as simply Club Piscine, marking the beginning of a new chapter in its history.” With a network of over 40 franchised stores, the company takes pride in being the largest outdoor equipment retailer in Quebec, offering a wide range of products, including pools, garden furniture, barbecues, spas, and fitness equipment. While, according to Creative Director Léo Breton-Allaire, the existing brand positioning feels a bit dated, its fun, poolside vibe was a source of inspiration. “Whether it’s a beach ball, a pool noodle, or an inflatable tube,” he says, “these soft, round, floaty elements sparked our imagination. The brand needed to be the sweet spot between fun and sophisticated, with all the tools needed for more functional applications.” In order to better connect with a new generation of consumers, Club Piscine collaborated with the team at Montréal-based design studio Caserne on a brand evolution to modernise their image while still retaining their familiar spirit for customers. “We preserved the brand’s heritage by maintaining the core elements that evoke its long-standing identity – the sense of fun shared within families, the warmth of summer, and the trusted quality of its products,” Paradis notes.