After graduating in fashion design, Clémence Cahu started her career as a stylist and art director, soon working for prestigious French advertising agencies, magazines, and TV channels. When she launched her own label CAHU in 2018, she reconnected to her origins: daughter of a manufacturer of inflatable bouncy castles, she decided to set on PVC as key material.
Starting with “Le Pratique”, a durable PVC bag that can follow you everywhere in style, Cahu meanwhile extended her product line to further accessories, often working in collaboration with other designers and artists. Building on the tone set by the 2021 CAHU brand book that she conceived with graphic designer Julien Lelièvre, she opened her own online shop in 2022.
Already the brand book stood out in that it limited itself to the use of just one typeface in one size: SignalBold. For the design of the webshop (realization: Tristan Bagot) and of the social media posts promoting it, Clémence Cahu developed a new formula that aligns with this spirit of reduction. Almost all typography you see in this post is set from Signal Regular, and what more is, in all-caps, which is indeed a French predilection. This treatment plus the rigid layout grid of the website create a solid, calm framework that allows for the product photography to shine at its best. The use of vivid colors counterbalances the rigidity in the overall appearance.
Signal was designed by Emmanuel Besse and released by Production Type in 2019. It was inspired by the French lettering style for road signage. Signal comes in four weights (Extra Light, Light, Regular, Bold; in upright and italic) and has two sister faces: Signal Compressed and Signal Mono.