Caserne’s wholesome identity for Dam captures the production process of their alternative milks

Balancing graphic elegance and emotive wholesomeness, Caserne’s photogenic identity for Canadian alternative milk brand Dam has brought a fresh aesthetic to the industry. The Montreal-based collaboration demonstrates the success of creative partnerships, with talented photographers, typographers and artists working together to shape a truly unique brand. Dam’s fluid yet punchy wordmark seeks to represent the production of their products – from physical to liquid form – manifesting in a mark made of bespoke letterforms. “We created the typeface for the wordmark from scratch,” Creative Director and Partner Léo Breton-Allaire tells us, “Coppers & Brasses came afterwards to refine the character design,” he adds, recalling their partnership with the type foundry in finessing the wordmark. Taking a supporting role to the wordmark is Optimo’s sans serif Rand, the slick and stark design of which complement the identity’s embrace of minimalism – in turn reflecting Dam’s zero-waste policies. “As there’s a lot of eclectic things in the toolbox, we used Rand to convey something stable and rigorous,” Breton-Allaire remarks, “where Swiss-esque typography and rigid layout systems balance things out,” crafting playful contrasts within the typeface’s letterforms. “We had fun thinking the letter ‘t,’ with the cropped terminal, was dipped in the milk,” he adds.