Caarmen – The Branding Studio

CAARMEN | France | caarmen.com

Reshaping the mechanics' ecommerce brand experience.

Caarmen is a French e-commerce brand reinventing how professional car mechanics buy parts. In an industry dominated by outdated platforms and clunky user experiences, Caarmen offers something radically different: a modern, intuitive and mechanic-focused service that simplifies day-to-day operations.

The name — a fusion of car and men, and notably a female name — reflects the brand’s mission: to break conventions and inject personality into a world that has long lacked it. They asked us to create a brand with a clear concept that could express their purpose and connect with their audience on a deeper level.

The solution

We built the brand around a powerful idea: “Where all the parts match.” This concept does more than describe the product offering — it expresses the harmony between the platform, the mechanic, and the tools they rely on. It evokes precision, simplicity and the feeling of everything working together exactly as it should.

Visually, we focused on the first letter of the name. The C became a central symbol, reimagined as a rotating car screw — a gesture full of energy and technical meaning. Around it, we crafted a visual language that felt completely new within the automotive sector. It combines strong geometric typography with bold layouts, striking colors and expressive compositions, delivering a brand with real personality and a contemporary feel.

We built the brand around a powerful idea: “Where all the parts match.”

The impact

Caarmen now feels as smart and efficient as the service it offers. Mechanics experience a brand that understands their world and speaks their language with clarity and style. It’s a brand that turns a traditionally functional interaction into something intuitive and engaging — and sets a new visual standard for the industry.