It was at the ‘École Supérieure de Design Industriel’ (ESDI), after studying engineering at ‘École Centrale Paris’, that Franck Basset met Guillaume Carré. Three years later, in 1995, they founded Carré Basset.
As Creative Directors and CEOs, Franck Basset and Guillaume Carré envisioned a specialised creative partner, supported by a team of strategic thinkers, convinced that while ugliness doesn’t sell, beauty doesn’t necessarily sell either, and that an agency should have convictions, yet remain humble and attentive.
Initially a graphic design studio working for Libération, Alcatel, Sanofi, and Mercedes, the agency took a decisive turn in 1998 when it created the new visual identity for Van Cleef & Arpels, a true founding act that marked Carré Basset’s positioning in service of luxury brands. This was followed by new identities for Boucheron, Piaget, Perrier-Jouët, among others.
In the early 2000s, after redesigning the complete Lancôme skincare and makeup packaging rang , including its iconic rose , as well as the entire Clarins line, Carré Basset designed its first fragrance bottles for Issey Miyake (Pleats Please), Jean Paul Gaultier (Fleur du Mâle), Narciso Rodriguez, Fendi, and Armani (Armani Code collection).
From a studio, Carré Basset evolved into a global design agency, structured around three core disciplines: branding, packaging, and retail.