With over 135 years of history, Savoy Taylors Guild has long been recognised as a name synonymous with quality and craftsmanship in tailoring. Yet, in a rapidly evolving market, the brand risked losing relevance. The challenge was to reimagine its identity, honouring its storied past while positioning it confidently for the future.
Solution
As Creative Director, I led a full-scale rebrand that blended traditional British elegance with modern sophistication. The redesign began with a refined logotype, moving from a sans-serif to a classic serif mark that reinstated a sense of gravitas and heritage. This new aesthetic extended across every brand touchpoint: from store design and bespoke fixtures at Bicester Village to POS materials, packaging, photography, and pattern systems, all unified through a contemporary brand toolkit. The result was a cohesive identity that celebrated craftsmanship while appealing to a modern audience.
Challenges
The greatest challenge lay in balancing innovation with preservation, modernising without alienating loyal customers. Through close collaboration with stakeholders and a clear creative vision, I ensured that every design decision reinforced the brand’s values of quality, authenticity, and timeless style, easing concerns and building alignment throughout the process.
Outcomes
The revitalised brand identity reignited pride internally and attracted a new generation of customers. Monthly sales saw a consistent uplift, and the refreshed image reaffirmed Savoy Taylors Guild’s position as an iconic British tailoring brand, one that bridges its distinguished past with a confident, modern future.
