“Guys, we just sold a £10,000 mattress online!”
— Sarah Fredrickson, Marketing Director, Savoir (sent after first week of website launch).
Context
Originally created by Richard D’Oyly Carte for the Savoy Hotel, Savoir make the finest handmade beds. But a brand built around designer collaborations – the circular bed; the bed made from the wing of a plane – was emphasising ‘bespoke design’ rather than what mattered most to customers: comfort.
Visiting the Savoir workshop changed everything. In a world stressed out by speed and waste, here was a place of focus and calm; where skilled artisans use traditional techniques and natural materials to create things that last a lifetime. This inspired our story of a ‘slow’ businesses, sympathetic to great sleep.
The previous identity was too focused on bespoke eccentricity. Savoir wanted to become more relevant.
DEFINE AND DESIGN
To support the Savoir’s premium position, we moved from the workaday “Savoir Beds” to the more confident “Savoir”, and a logotype, monogram and typography that balances heritage and modernity.
DELIVER
Our redesigned website combines education and simplicity.
Despite Savoir’s bespoke skills, the reality is that most people buy best-selling products. Rather than the daunting prospect of ‘we design anything’, we developed storytelling around four key beds, drawing customers in through confidence and simplicity.
For each, customers can explore the creation process to understand what makes Savoir beds the best. From hand craft techniques to the benefits of ‘one customer, one craftsman’, appreciating craft engenders a sense of value.
Wireframes telling the story of each bed’s construction.