The successful swiss company CARU is creating Products for modern senior people. The goal was to come up with a design solution that would not tell the user that tey were old simultaneously taking care of sideeffects of ageing. The branding-system had to be easy to read, tell stories, be flexible for different mediums and be used in print and digital. 

The simple identity-system with a logo, a frame and typography was defined and applied on various media – stationary, communication tools, flyers, banner, website and packaging. Two different image-styles were produced to either show the product or focus on the enviroment and the user of it without showing people.


Logotype done by Badesaison in an earlier stage

Photography by Tobias Siebrecht

Website by Lucid

Product Design by Studio Porto

Illustrations by Andreas Spörri