Case Study: Chantelle Pulp achieves a bold, flexible brand identity with Monotype's custom variable logotype

Chantelle Pulp creates a custom variable logotype with Monotype over 7 years of brand evolution

Chantelle Pulp, a playful and daring sub-brand of French lingerie brand Chantelle, sought a distinctive and fluid identity to celebrate inclusivity and challenge traditional norms. To achieve this, they needed a custom variable logotype that could represent the evolving nature of femininity. After initial internal efforts, they partnered with Monotype for its expertise in brand design and custom fonts to bring their creative vision to life.

Monotype collaborated closely with the Chantelle Pulp team, engaging in workshops and live design sessions to create a custom variable logotype. This solution features two axes of variability, allowing the brand to morph the logo's weight and shape for future campaigns. The result is a bold, playful, and highly flexible identity that establishes Chantelle Pulp as a fresh voice in the industry. While the full potential is yet to be explored, the logotype provides a foundation for the brand to have a "mini-visual identity for each season" for many years to come.

Chantelle Pulp