Carac TV — Branding , campagne , digital by twks: Branding & Communication

Services: Branding; Campagne; Digital
Industries: Médias
Visite: carac.tv

In a streaming landscape dominated by paid platforms, Carac TV stands out as a free alternative, designed to put entertainment back at the heart of the experience. An instantly accessible service that champions the freedom to switch channels and the simple pleasure of discovery, without barriers.

Its name sets the tone. Inspired by the carac, an iconic Swiss pastry, it evokes generosity, a sense of community and a kind of popular appeal. A brand with character that has established itself as the new benchmark for entertainment in French-speaking Switzerland.

A key strategic focus

Media One Group had one goal: to become the benchmark for entertainment in French-speaking Switzerland with a new channel. Building on this clear ambition, the name ‘Carac’ was conceived and then structured around a distinctive concept: character-driven channels.

A bold positioning. A brand that speaks loudly, laughs without restraint and proudly claims its role: to offer the best programmes, free of charge. Here, there’s no subscription. No barriers. The audience is already on their sofa.

A popular brand

To stand out in this landscape, the brand identity needed to offer something different: more energy, a greater sense of connection, and more character, whilst remaining true to the conventions of streaming.

The visual system is based on bold colours, expressive typography and dynamic compositions. A language designed to come alive on screen, in the stream, whilst channel-hopping. Each element acts as a clear signal, identifiable in a fraction of a second. 

A 360° campaign

“Bye bye Netflix, Prime & OCS.” Carac takes the language of international platforms and turns it on its head with a local, direct and unapologetic energy. A 360° campaign, rolled out across all touchpoints, which subverts the conventions of paid platforms. 

Out-of-home, digital, social media, activations. Every message reinforces the same idea: premium entertainment doesn’t have to cost a penny. 