Common Modern, an invitation to enjoy the art of written correspondence
September 25, 2024
Situated in the quaint town of Crans-près-Céligny, just adjacent to Lake Geneva, Common Modern is a Swiss stationery brand founded by Claire Evrard, a graphic designer with over 20 years’ experience working in international branding studios.
Common Modern offers a diverse range of products, including personalized letter-writing sets, notebooks, calendars and greeting cards. Her designs are inspired by local Swiss botanicals, produce, art and architecture, and the bold, colorful aesthetic is a result of her Australian heritage. From New York and Melbourne to the Canton de Vaud, we step into her world.
Balancing boldness and femininity
Much of Common Modern’s work builds on the themes of boldness – colors and designs that stand out, evoking a mix of audaciousness and femininity. Intricate designs are reminiscent of the wild nature found in Switzerland, while also incorporating softer elements like delicate flowers and graceful silhouettes.
Indeed, in many series of notebooks and cards, we see fresh approaches to nature, including the brand’s signature ginkgo leaf. “Each leaf brings its own different design, providing a wonderful base for developing prints that are organic and in tune with nature, while also bringing a modern take on color and display,” she explains.
A creative process in tune with nature
Her creative process builds on this approach. Experimentation and discovery have each influenced her creative journey, from sketching a design to putting the final gold stamp on a finished work.
One of her most fascinating missions was in partnership with luxury watchmaker Audemars Piguet, collaborating on a series of bespoke notebooks and cards for their flagship Musée Atelier in the Vallée de Joux.
Taking inspiration from the forest surrounding the museum in Le Brassus, the creative process included a series of photographs and experimentations with texture, design and color, promoting the brand’s commitment to the handmade. In these collaborations, we see a refreshing approach to luxury that promotes artisanship and cross-collaboration with innovators in business, design, art and manufacturing.
Treasuring the timeless art of letter-writing
While digitalization strategies tend to dominate innovation in today's luxury sectors, Common Modern offers an invitation to slow down and reconnect with the traditional art of letter-writing and written correspondence. “There is something powerful, timeless and legitimate about writing, and using handwritten communication to express thoughts, commit something to memory and engage in critical thinking,” Claire explains.
Indeed, handwritten letters allow for a deeper level of connection between the sender and the recipient. For many, the effort and thoughtfulness of composing a letter becomes a cherished ritual—one that prompts them to reflect on their relationships and the messages they wish to convey. Adding to this, the tangible nature of letters means they can be treasured keepsakes, items to revisit in moments of nostalgia. Common Modern embraces these qualities, encouraging individuals to explore the richness of expression and intimacy that only letter-writing can provide.
Developing branding solutions through an artistic filter
Claire’s work also focuses on brand strategies for luxury sector companies through Fogbow her branding studio she founded with business partner Siobhán Lonergan. By leveraging her background in graphic design, Claire combines artistic sensibility with strategic branding to elevate the visual impact of luxury products.
Her projects often involve crafting unique visual identities that not only reflect the company's values but also resonate with its target audience. This involves a detailed exploration of color palettes, typography, and composition, ensuring every aspect conveys a cohesive story.
Claire’s solutions stand out in the luxury market for their originality and refined elegance, providing designs that align distinguished presence, contemporary aesthetics and timeless sophistication. Many kind thanks to Claire and Common Modern for welcoming VIVACE in the studio!
CPM
