Brand refresh and website for a luxury British womenswear and accessories brand that tells fantastical stories through hand-drawn prints on exquisite fabrics.
Sabina Savage started her career studying the art of couture in Paris and eventually launched her eponymous brand in 2014. She grew organically and quickly became a luxury British fashion brand producing two collections per year. Each collection is meticulously researched, drawn, and coloured by hand, creating a treasure trove of references inspired by wildlife, moments in history, and the natural world.
With an extensive selection of products, accompanied by wondrous stories, Sabina wanted a new website that seamlessly blended the journey behind each collection with an easy shopping experience. While we were fortunate to have so much rich content, this also presented a challenge. We needed a solution to house each collection's process, story, and product to reflect the Sabina Savage brand while complementing the customer shopping experience rather than overwhelming it.
To ensure the new website felt distinctly Sabina Savage, I began the project focusing on refreshing the brand’s visual identity. Through a new colour palette, typography system, and iconography, I established the core visual guidelines that would direct the design of the new website.
I developed a soft and earthy colour palette reflecting the physical materials used in the artistic process, creating a warm and neutral backdrop for Sabina’s vibrant, hand-drawn products to become the true focal point of the website. I designed a set of contemporary, yet delicate icons that I paired with a traditional typography system to reflect the adventurous and elegant qualities of the brand. To create further brand consistency, I featured Sabina’s “SS” emblem as the site favicon, drawing a direct connection between product and the website.
Within every Sabina Savage collection a journey is taken, and my approach for the website design was to create a user journey that captivated customers and inspired them to explore. At every juncture there are opportunities to discover stories, explore designs or simply shop; seamlessly blending the inspiration, process and product details into an inviting and easy shopping experience solving the key challenge of the project.
