Savlen
Visual Identity Design, Brand Strategy
Project Type
Visual Identity
Year
2024
Role
Lead Brand Designer
Project Team
Alex Tudun
Classic menswear has a perception problem. Tailored suits and dress shirts signal tradition, but they often feel stuffy, inaccessible, or stuck in the past. Savlen creates clothing that holds onto timeless appeal while feeling fresh and real for contemporary audiences. The question driving the identity: how do you honor old-school craftsmanship while staying approachable? The swan became the brand emblem for this reason—elegant but friendly, refined but inviting. Deep earthy tones reference classic tailoring, while lighter accents lift the overall mood. The brand targets people who care about what they wear and value detail over hype.
Photography leads the brand expression, showing rather than telling. Layouts reference magazine and newspaper formats—classic ways of delivering information—but arrange pictures and text in non-traditional ways. Old references meet new execution. Helvetica works for the typography as a typeface that worked decades ago and still works now. The swan, the colors, the layouts, the type; everything reinforces one idea: fashion that endures because it respects both tradition and the present. This project taught me how layouts can carry a brand's philosophy. True style chooses pieces that work today and tomorrow, not trends that expire next season.
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