Defending the power to choose

Make Cdiscount resonate with the everyday realities of people across France and reinforce its role in protecting consumers’ purchasing power.

Carré Noir supported Cdiscount in redefining its brand strategy and identity to reconnect the retailer with the everyday realities of people across France. The new platform is built around a clear purpose: “Defending the power to have a choice.” An ambition that highlights Cdiscount’s ability to offer a broad, accessible range while helping customers make better choices.

This new strategy translates into a more expressive visual identity, designed with digital in mind. The megaphone becomes the brand’s signature symbol, embodying its ability to speak out and its positive sense of advocacy. A palette inspired by the French tricolour, reinterpreted for digital environments, and the “zigs”, designed to add rhythm to content and spotlight offers, structure the new graphic territory.

Carré Noir also developed the tone of voice, the web design for the future website, the brand guidelines and the sonic identity in collaboration with Dissonances, as well as supporting the first major commercial activation under the new identity: the sales.

A comprehensive transformation giving Cdiscount a more distinctive, digital-first and coherent expression, aligned with its role in the everyday lives of people across France.