Purpose: To modernise Savoy Taylors Guild’s identity and reposition the brand as a contemporary luxury menswear destination while preserving its historic tailoring heritage to appeal to a new generation of customers.

• Concept: Rebranding introduces a refreshed visual identity, logo, and retail design that blended Edwardian heritage with modern aesthetics. A new identity gave traditional typography and tailoring references a “modern twist” to make the brand relevant to contemporary customers. Design elements in both store design and brand identity refresh references the original 1906 store on The Strand in central London, but were reinterpreted to fit a 21st-century retail and lifestyle context.

• Brand goal: New graphic systems, patterns, packaging, and interiors signal innovation and relevance in a changing fashion market, whilst staying competitive against newer luxury brands and contemporary tailoring companies.
  
  Project role: Junior Designer at Interbrand (HMKM)
  Input: Logo Design / Branding / Retail packaging / Store graphics