Carré Blanc • 2021

Carré Blanc
Full brand and digital transformation

LIBRE

A brand and digital transformation turning Carré Blanc from a traditional home-linen retailer into a more expressive lifestyle universe.

Overview

Carré Blanc needed to move beyond an outdated identity and fragmented communication system toward a more contemporary lifestyle brand. I led a full brand and digital redesign, from the central idea LIBRE to the visual language, brand expressions, collection territories, messaging principles, and e-commerce experience.

The work continued into a complete website redesign, including UX workshops, information architecture, navigation simplification, product discovery, editorial strategy, UI design, and more than 180 production-ready templates. The new platform gave internal teams a flexible system they could understand, adopt, and deploy — helping the brand become more coherent, more expressive, and more desirable.

Role

Brand & Digital Design Director, Creative Direction, Brand Identity Direction, UX/UI Direction, E-commerce Design Lead

Disciplines

Brand Identity, Brand Platform, Visual Language, E-commerce Design, UX/UI Design, Information Architecture, Product Discovery, Design System, Art Direction, Team Onboarding

fig. White was treated less as a colour than as a space of expression — a way to reveal light, texture, products, collections, and everyday moments.

Brand Platform

The brand platform was built around the idea of freedom: freedom of movement, freedom of expression, freedom from visual clutter, and freedom for collections to create their own worlds.

E-Commerce Experience

The website translated the new platform into a commercial experience, balancing product clarity, brand elevation, editorial storytelling, and simplified navigation.

System Adoption & Deployment

The system was designed to be understood and used by internal teams, allowing brand, digital, and campaign expressions to remain coherent across a large number of touchpoints.