Caché Atelier
Tailored spaces.
Brand & Consumer Analysis + Brand Strategy + Visual Identity + Consultation & Supervision
Industry:
Architecture
Year:
2023
Caché Atelier is an architectural and interior studio with extensive experience and a strong portfolio. Despite their focus on corporate clients, they also design private residential interiors.
Caché Atelier approached us with the idea of creating a separate brand for their private projects. After analyzing their needs, we proposed a stronger solution — a unified identity that brings both directions under one brand.
Brand Strategy
Our working process is not driven by intuition. In this project, we started with our classic approach: conducting a brand analysis and conversations with the team. It turned out the issue was rooted in how the audience perceived them. The website, social channels, and all communication touchpoints primarily emphasized corporate projects, while residential interior design was largely absent from the overall picture. So, instead of complicating the team’s workload by maintaining two separate brands, we:
- clarified the positioning
- refined the communication
- highlighted the studio’s unique way of working
Creative Concept
Caché believes that a well-designed environment improves life — not only physically, but also functionally and emotionally. They don’t work with templates; with each project, they seek to understand the essence of the people and companies involved to make “tailored" spaces. It was precisely this idea of a personal approach and attention to detail that inspired the tagline and the entire creative concept “Tailoring spaces” — an expression that encapsulates their philosophy: a space crafted to fit those who will inhabit it.
Visual Identity
The first step in building the new visual identity was reworking the logo, focusing on stronger geometry and a more compact shape. We used the ITC Avant Garde Gothic typeface as a base and made precise adjustments to enhance its harmony and distinctiveness.
Additionally, we developed a monogram that combines the letters C and A into a balanced form, reflecting the idea of Cachè — something hidden that is revealed through detail.
In developing the visual language, we created an adaptive design system inspired by architecture and the craft of tailoring. A core element is the linear graphics common to both disciplines. We used cross-hatching techniques to create patterns and textures that reinforce the sense of materiality and detail.
“Working with you felt professional, yet at the same time relaxed – like a process between people who share a similar mindset and are looking in the same direction.”
Tsvetomir Pavlov
Founder of Caché Atelier
Results
Working with Caché Atelier demonstrated that dramatic change isn’t always necessary to achieve balance and clarity in a brand’s communication. Through a strategic rethinking of the narrative, careful positioning, and a new visual language, Caché Atelier managed to present their philosophy in a way that speaks to both the corporate and private sectors without splitting their identity.
Our strategic work not only brought this new, unified story to the forefront but also laid the foundations for the subsequent work of two separate teams who developed the marketing communications and further refined the narrative.
“Our main goal from the start was to keep our identity consistent and relevant across all communications – and we're confident this is exactly what we've achieved.”
Mila Ivanova
Founder of Caché Atelier
Credits:
Creative Direction: Ivaylo Nedkov
Art Direction & Graphic Design: Tsvetislava Koleva
Brand Strategy: Desislava Gerasimova
Animation: Jelio Dimitrov / Rumena Petrova
Client Service: Vera Schwartz / Desislava Gerasimova
Photography: FourPlus Studio
Interior Photography: Caché Atelier