Savoy Taylors Guild, renowned for over 135 years as a premier provider of high-end suits, had begun to lose its footing in a shifting market. Despite a storied history and a reputation for exceptional quality, the brand needed a strategic rebranding to recapture its legacy and strengthen its market position.
Solution
As creative director, I led the team in developing a reimagined brand identity that harmonised traditional elegance with modern sensibilities, freshly embodying the brand’s heritage. I transitioned the brand mark from a sans-serif to a serif font, honouring its history while adding weight and distinction to the design. The new store at Bicester Village was fitted with bespoke fixtures aligned with the new branding, including refreshing every aspect of brand communication—POS materials, bags, labels, photography, and brand patterns—using an updated brand toolkit. This combination of vintage charm and contemporary sophistication became the foundation for the renewed Savoy Taylors Guild brand.
Challenges
Balancing innovation with preserving tradition was essential, and I ensured that the team stayed connected to the shared vision through clear communication. A significant challenge was addressing stakeholder concerns about potentially alienating long-standing customers. Close collaboration with stakeholders refined the design to reflect the brand’s core values and reassure loyal customers.
Outcomes
The rebranding effort infused new life into Savoy Taylors Guild, bringing it into the present while reaffirming its commitment to quality, craftsmanship, and heritage. This revitalised brand identity attracted new customers and celebrated the brand’s legacy. The rebranding led to a steady rise in monthly sales and renewed a strong sense of pride among stakeholders and staff, reinforcing Savoy Taylors Guild’s position as an iconic name in high-end tailoring.
