A shape shifter logotype with infinite possibilities.
- Natalia Kotkowska
Pioneering French lingerie brand Chantelle has stood for decades as a powerhouse of innovation and elegance. Over the past seven years, the brand has undergone a major transformation, refining its portfolio to better speak to the many facets of femininity.
This evolution led to the creation of Chantelle Pulp, a playful and daring sub-brand within a sleek, classic family. With inclusivity at its core, Chantelle Pulp celebrates all shapes and sizes. As a disruptive newcomer, it required a distinctive identity, and what better way to achieve that than with a custom variable typeface?
Une identité dynamique fondée sur des valeurs fortes et des objectifs clairs.
Une célébration de la diversité et la fluidité.
Tout comme un bon constructeur a besoin de solides fondations pour bâtir, la création d’une identité de marque repose sur des bases claires et robustes. Dans le cas de Chantelle Pulp, ces fondations sont ancrées dans l’inclusivité. Avec une large gamme de tailles, allant du A au H, des couleurs vives et des designs variés, la marque s’adresse à toutes les femmes, quelle que soit leur morphologie. Chantelle Pulp met en avant la fluidité de la féminité, offrant de multiples interprétations de ce que le corps féminin peut porter ou désirer, “dans toutes ses nuances, sa complexité et sa richesse”, explique Renaud Cambuzat, directeur créatif global chez Chantelle.
Cependant, cette notion de fluidité va au-delà des silhouettes. Elle reflète également la nature évolutive de la marque elle-même, qui se construit au fil du temps, relève de nouveaux défis et explore différentes façons de s’exprimer. Tout en défendant des causes sociétales plus larges, telles que l’inclusivité mais aussi la durabilité, Chantelle a compris qu’un logotype variable lui offrirait la liberté d’explorer la fluidité sous toutes ses formes et significations. Natalia Kotkowska, directrice du design chez Chantelle, résume ainsi : « Ce logo caméléon illustre la façon dont la marque évolue et se transforme. »
Une identité unique et audacieuse pour un enfant terrible.
Associée à cet engagement pour l’inclusivité, se trouve une facette espiègle et provocante. Comme le souligne Renaud Cambuzat, « nous voulions que Chantelle Pulp soit un peu l’enfant terrible », en rupture avec l’héritage traditionnel et classique du groupe Chantelle. L’essence de Pulp réside dans son désir de franchir les limites, d’explorer de nouveaux territoires et de proposer une attitude unique, différente de tout ce qui existe déjà dans l’univers de la lingerie.
Cette volonté de se démarquer représentait un défi mais également une opportunité stimulante. Chantelle, reconnue pour son élégance intemporelle, s’est ainsi lancée dans la création d’une identité visuelle audacieuse, instinctive et résolument assumée. Le nom lui-même donne le ton, évoquant des références comme Pulp Fiction, le groupe britannique emblématique, et un mouvement culturel plus large. Le logo se devait donc être une déclaration forte, positionnant Chantelle Pulp comme une voix nouvelle et audacieuse.
– Natalia Kotkowska, directrice du design, Chantelle
- Renaud Cambuzat, directeur créatif global chez Chantelle.
Giving form to a creative vision.
Why Monotype.
Now having values and vision is crucial, but so too is the ability to bring them to life. As a small, almost entirely in-house brand, Chantelle initially tried to execute their strong vision internally. Confident in the clarity and strength of their ideas, they tried, but eventually reached a point where they needed more. “We needed other creatives around the table, people who could bring fresh perspectives and expertise,” says Natalia Kotkowska.
This is where Monotype stepped in. As Natalia Kotkowska puts it, “A truly great branding is always a reflection of a good collaboration,” and Monotype’s expertise was the missing piece to this creative puzzle. Reflecting on Monotype’s Creative Type Director Damien Collot, Natalia adds “he came in and really helped us push this vision forward, resulting in something truly remarkable.”
A collaborative dance.
The journey to the final logotype was dynamic and collaborative. It began with workshops, sketching, brainstorming, and live design sessions, where both teams worked closely to ensure the design remained true to Chantelle Pulp’s core values. “We finished that workshop feeling confident that this was going to be an amazing project and that we were on the right track,” confided Natalia Kotkowska. Trust in the partners and open communication were crucial throughout the process. As the design evolved, several iterations were made to refine the logotype.
The first draft was a step in the right direction but needed further refinement to align with the brand’s essence. “That’s when we entered into a dance with Natalia and Renaud, pushing the design to be as close as possible to the brand’s true identity,” says Damien Collot. The flexibility of the designer and the hands-on involvement of the Chantelle team were key to achieving the final version. Multiple rounds of discussions and feedback ensured the design not only aligned with the brand’s vision but also captured its bold playful spirit. Every decision, every adjustment, was a step toward creating a logotype that was a true reflection of the brand’s identity.
A flexible identity with open ended possibilities.
Setting the stage.
Chantelle Pulp’s final custom variable logotype captures the very essences of the brand. The variability of the logotype morphs through different weights and shapes speaking to and embracing the varied nature of the female form. On a more technical note, Damien Collot adds “the logo uses the variable font technology and has two axes, three masters per axis to give better control of the extreme variations of the design across the range.”
While pushing boundaries, it remains grounded, namely by the clever pairing with Chantelle’s brand font Helvetica now, “a revisited classic”. Currently, the logotype is primarily used in a static form, to establish brand recognition and awareness. This allows Chantelle Pulp to set the tone and build familiarity before exploring the logo’s full potential.
Playing with possibilities.
For Chantelle Pulp, more than what the brand is today, the challenge and excitement come from the endless possibilities for tomorrow. The variable logotype lies at the heart of their evolving identity, offering a wealth of options and flexibility that can be leveraged across a variety of campaigns and contexts. This design asset empowers them to continuously adapt and explore new directions, ensuring the brand remains fresh and dynamic.
As Renaud Cambuzat puts it, “We haven’t really played with it yet, but we know we can, and we will for sure.” The potential is vast. Natalia Kotkowska adds this flexibility will allow the brand to have “a mini-visual identity for each season.” And it’s only the beginning, as Natalia Kotkowska emphasizes: “The logo has a real potential to be explored and reimagined for many, many, many years.”
Playful, bold, and full of potential.
The custom variable logotype is central to this boundary pushing and evolving brand. With the flexibility to explore and adapt across various campaigns and touchpoints, Chantelle Pulp’s logotype is an undeniable creative asset, the full potential of which is yet to be explored. As Renaud Cambuzat sums it up, “Our goal is to have fun with it, if you have fun with it then ultimately customers can have fun with it too, and feel it” – We can’t wait to see what’s to come!
