Travel leather with a hallmark instead of a logo, made to be repaired, photographed like a night you remember.
Vision
The house people name when asked what they would keep.
SAVIACOIntroductionPage 6
Introduction
How to use this brandbook
This book is the single source of truth for SAVIACO. It is a living document, not a PDF: it is versioned, and the version you are reading is stated on the cover.
Read the strategy before the visual rules — almost every rule here follows from something decided in it.
Anything not covered: ask before inventing. A gap is a question, never a licence.
02
Brand foundation
SAVIACOBrand foundationPage 8
Brand essence
Never in a hurry.
Purpose
The brand in as few words as possible — what every decision is checked against.
Usage
Inside the company: briefs, reviews, onboarding. Not printed as a line.
SAVIACOBrand foundationPage 9
Brand foundation
Belief
Luxury is what you keep, not what you show.
Mission
Make the travel goods for a life that is lived, not documented.
SAVIACOBrand foundationPage 10
Brand foundation
Positioning & USP
No logo outside. Everything inside.
Brand promise
A bag you will repair before you replace, and a house that repairs it.
SAVIACOBrand foundationPage 11
Reasons to believe
01
Full-grain leather from two tanneries, both named on the tag
02
Solid brass, never plated
03
Saddle-stitched by hand at every stress point
04
Repaired for life, in the salon or by post
05
One collection a year
SAVIACOBrand foundationPage 12
Tagline
Arrive later.
Purpose
The promise, said in one breath to the outside world.
Usage
End of films and campaigns, packaging, the website hero, beside the logo in a lockup.
SAVIACOBrand foundationPage 13
Brand foundation
Category point of view
Luxury leather has become a logo business. The client who pays most wants the opposite: nothing to read from across a room.
Frame of reference
The same people who already buy Saint Laurent, Zegna and Bottega Veneta — read for their nerve and restraint, not copied for their look.
Differentiation
The only house at this level with no mark on the outside: the SV hallmark is stamped into the leather or pressed in gilt foil, and the campaign carries the glamour instead.
SAVIACOBrand foundationPage 14
Brand values
01
Patience
02
Craft
03
Wit
03
Audience
SAVIACOAudiencePage 16
Audience
Core consumer group
The settled — travels often, shows nothing, and buys the thing that will be repaired rather than replaced.
Target audience
Quiet-luxury clients who travel often and show nothing.
Functional & emotional benefits
One bag that handles thirty years of travel and looks better for it.
SAVIACOAudiencePage 17
Personas
01The settled45–70, owns a boat before a second car, buys Zegna, Loro Piana and Bottega Veneta and never wears a visible logo. Spends on time, not on being seen.
02The heir apparent28–40, grew up around this world, wants it with a sense of humour.
04
Brand strategy
SAVIACOBrand strategyPage 19
Brand strategy
Brand architecture
Branded house. Saviaco is the house; pieces are named for journeys and never sub-branded. The SV hallmark is the only mark that appears on product.
SAVIACOBrand strategyPage 20
Brand strategy
Product philosophy
Vegetable-tanned hide, because it ages instead of wearing out. Solid brass, never plated. Saddle-stitched by hand at every stress point, so a broken thread stays a broken thread. Nothing on the outside but the hallmark, pressed with heat and no ink.
SAVIACOBrand strategyPage 21
Brand strategy
Naming & nomenclature
The house is Saviaco, set in capitals on product and in title case in text. Never SAVIACO in running copy, never Saviaco & Co. Pieces: the Weekender, the Night Case, the Crossing. Collections are years, never seasons.
20-year roadmap
2026 — the house, the first salon, the repair service written into the sale.
2029 — a Zurich salon and a trunk made to order.
2035 — a register of repaired pieces, so a bag carries its own history.
05
Communication platform
SAVIACOCommunication platformPage 23
Core message
Made to be late with.
Purpose
The one thing every message has to leave behind.
Usage
The website's opening line, pitch decks, press releases, the first sentence of sales copy.
SAVIACOCommunication platformPage 24
Messaging pillars
01
The hallmark — no logo outside, the SV stamped into the leather. For the client who shows nothing.
02
The night — glamour with wit, photographed rather than explained. For the heir apparent.
03
The repair — free for ten years, then at cost, forever. For the sceptic paying the price.
SAVIACOCommunication platformPage 25
Communication platform
Product messaging framework
Each piece is described in the same order: what it carries · the hide and where it was tanned · the hardware · how it is stitched · what the repair covers · what it costs. The adjective comes last, if at all.
SAVIACOCommunication platformPage 26
Communication platform
Language system
Pieces are named for the journeys they were cut for: the Weekender, the Night Case, the Crossing. Collections are years, never seasons.
SAVIACOCommunication platformPage 27
Communication platform
Message translation
The settled — lead with the repair, the tannery and the hardware. Proof before story.
The heir apparent — lead with the campaign and the wit. Story before proof.
Hotel partner — lead with the appointment service and what a guest sees at the door.
SAVIACOCommunication platformPage 28
Communication platform
Brand manifesto
Arrive late. Stay longer. Keep the bag.
06
Tone & impact
SAVIACOTone & impactPage 30
Tone & impact
Tone of voice
Arrive later.
Dry, well-mannered, briefly funny.
Tone principles
Dry, well-mannered, briefly funny. Says less than it knows.
Tone spectrum
From a concierge's note to a line said at the bar at two in the morning. Never a press release.
SAVIACOTone & impactPage 31
Headline examples
01
Arrive later.
02
No logo outside. Everything inside.
03
Repaired for life. In writing.
04
Made to be late with.
05
Thirty years is the point.
06
The hallmark is stamped, not printed.
SAVIACOTone & impactPage 32
Tone & impact
What this enables
A repair service that outlives the sale, a salon that is a room rather than a shop, and a night of campaign photography once a year instead of a seasonal shoot.
SAVIACOTone & impactPage 33
Tone & impact
Brand narrative
Luxury leather became a logo business, and the client who pays most started to want the opposite: nothing to read from across a room. Saviaco takes the restraint of that client and gives it back its sense of humour — a nap on the bow of a boat, a putt at thirty thousand feet, a tuxedo by a pool at night. The bag is in every frame. It never poses.
SAVIACOTone & impactPage 34
Tone & impact
Strategic do's and don'ts
Do write like a concierge. Do let the photograph make the joke. Don't use the words iconic, timeless or curated.
07
Logotype
SAVIACOLogotypePage 36
The mark
Clear space — The cap height of the wordmark on every side.
Clear space — A quarter of the symbol's width on every side.
SAVIACOLogotypePage 37
On backgrounds
SAVIACOLogotypePage 38
Never do
SV in a double ring: a hallmark stamped into leather or pressed in gilt foil, never printed as a pattern.
Always one colour — noir, ivory or gilt foil — never outlined.
SAVIACOLogotypePage 39
Primary logo
Clear space — The cap height of the wordmark on every side.
SAVIACOLogotypePage 40
Secondary logo
Clear space — A quarter of the symbol's width on every side.
SAVIACOLogotypePage 41
Responsive / optimised versions
Large — 120 px and up
Medium — 48 to 120 px
Small — below 48 px
SAVIACOLogotypePage 42
Clear space diagram
XX
The cap height of the wordmark on every side. No other element may enter the dashed area — not type, not an image edge, not a partner mark.
SAVIACOLogotypePage 43
Placement principles
Top left — default
Centred — covers and signage
Bottom right — endorsement
The dashed line is the margin from the layout system. The mark never crosses it, and never sits closer to another element than its own clear space.
SAVIACOLogotypePage 44
Incorrect usage
Never stretch or condense.
Never rotate.
Never recolour the mark.
Never add effects.
Never reduce the opacity.
Never alter the proportions.
SAVIACOLogotypePage 45
Co-branding lockups
Partner mark
Side by side — equal partners
Partner mark
Stacked — endorsement
The divider is one grid unit; the partner mark is scaled to match the optical height of ours, never the literal height. Neither mark may sit inside the other's clear space. Where a partner's own guidelines conflict with these, theirs govern their mark and ours governs ours.
Derived from the core colours — never hand-picked.
Rouge
Gilt
Olive
SAVIACOColourPage 49
Accessibility
Every ratio below is computed, not claimed.
AaNoir
Noir on Ivory16.33:1 · AAA
AaIvory
Ivory on Rouge8.69:1 · AAA
AaGilt
Gilt on Noir6.89:1 · AA
AaOlive
Olive on Ivory4.60:1 · AA
AaGilt
Gilt on Rouge3.67:1 · AA large
AaOlive
Olive on Noir3.55:1 · AA large
AaGilt
Gilt on Ivory2.37:1 · not for text
AaOlive
Olive on Gilt1.94:1 · not for text
AaOlive
Olive on Rouge1.89:1 · not for text
AaNoir
Noir on Rouge1.88:1 · not for text
SAVIACOColourPage 50
Accessibility · the rules
Text of any size4.5:1 or more
Ivory on Noir 16.3:1
Noir on Ivory 16.3:1
Rouge on Ivory 8.7:1
Ivory on Rouge 8.7:1
Noir on Gilt 6.9:1
Gilt on Noir 6.9:1
Ivory on Olive 4.6:1
Olive on Ivory 4.6:1
Large text only3:1 — 24 px, or 18.7 px bold
Rouge on Gilt 3.7:1
Gilt on Rouge 3.7:1
Noir on Olive 3.5:1
Olive on Noir 3.5:1
Never for textUnder 3:1 — lines, fills, decoration
Ivory on Gilt 2.4:1
Gilt on Ivory 2.4:1
Gilt on Olive 1.9:1
Olive on Gilt 1.9:1
Rouge on Olive 1.9:1
Olive on Rouge 1.9:1
Rouge on Noir 1.9:1
Noir on Rouge 1.9:1
Motion. With reduced motion switched on, nothing moves: no slides, no 26 px entrances. Fades up to 350 ms stay, everything else is still.
Text size. Body text no smaller than 16 px on screen and 9 pt in print. Captions 13 px at the least.
Images. Every image that carries meaning has alt text that says what it shows and why it is there. Decorative images have empty alt text.
Colour alone. Colour never carries meaning on its own — a status, an error, a link also has a word, an icon or an underline.
SAVIACOColourPage 51
Colour usage examples
Rouge10%
Ivory60%
Noir25%
Gilt2%
Olive3%
Surface carries the page, ink carries the words, and the accent is spent once. A layout where the accent competes with the surface is the most common way this system goes wrong.
SAVIACOColourPage 52
Incorrect colour usage
Aa
Rouge on Noir — 1.88:1, insufficient
Aa
Rouge on Gilt — 3.67:1, AA large
Aa
Rouge on Olive — 1.89:1, insufficient
Aa
Ivory on Gilt — 2.37:1, insufficient
SAVIACOColourPage 53
Never
The photographs keep their own colour — blue sea, red cars, snow — the palette never tints them.
Google FontsFree for web and printWeights: 400, 500, 700
SAVIACOTypographyPage 57
Type scale
Style
Size
Line height
Tracking
Sample
Display
76 px
0.95
-0.03em
SAVIACO
H1
54 px
1.0
-0.02em
SAVIACO
H2
38 px
1.1
-0.02em
SAVIACO
H3
27 px
1.2
-0.01em
SAVIACO
Body
17 px
1.6
0
SAVIACO
Caption
13 px
1.5
0.02em
SAVIACO
SAVIACOTypographyPage 58
Hierarchy in use
SAVIACO
The same page, set to the scale in this book
Display carries the argument; the text face carries the evidence. Nothing in a layout should need a third size that is not on the scale — if it does, the hierarchy is the problem, not the type.
Hairline, engraved: a compass, a key, a weather mark, a luggage tag.
SAVIACOIconographyPage 63
Icon grid system
Icons are drawn on a 24 px artboard with a 2 px keyline, on the same 8 px base unit as every other measurement in the system. Square shapes fill the keyline; circular shapes overshoot it slightly so the two read at the same optical size.
11
Art direction
SAVIACOArt directionPage 65
Art direction
Principles
Glamour with nerve. Hard sun or night flash, deep blacks, glossy skin and satin lapels. Grand hotels, yachts, private jets, a pool at night. People at rest and slightly too cool about it.
Never
Real colour, never a brand filter.
SAVIACOArt directionPage 66
Product imagery
SAVIACOArt directionPage 67
Lifestyle imagery
SAVIACOArt directionPage 68
Abstract visuals
SAVIACOArt directionPage 69
Light, tone and atmosphere
SAVIACOArt directionPage 70
Do's and don'ts
Do — As shot: full colour, the subject given room.
Never desaturate or push the contrast.
Never tilt the frame.
Do — Light and colour as the brand found them.
Never add a colour cast or filter.
Never crop into the subject.
12
Material language
SAVIACOMaterial languagePage 72
Material language
Philosophy
Vegetable-tanned full-grain leather, solid brass, walnut, loden felt, heavy linen.
SAVIACOMaterial languagePage 73
Material close-up
SAVIACOMaterial languagePage 74
Texture
SAVIACOMaterial languagePage 75
Material comparison
13
Grid & spacing
SAVIACOGrid & spacingPage 77
Grid & spacing
System
A classic 12-column grid with generous margins. Photographs sit inside the margin like prints on a table; only the campaign cover bleeds.
SAVIACOGrid & spacingPage 78
Layout system
Token
Value
Corner radius
0
Base unit
8px
Columns
12
Margin
64px
Max width
1440px
SAVIACOGrid & spacingPage 79
Grid diagram
Corner radius0
Base unit8px
Columns12
Margin64px
Max width1440px
SAVIACOGrid & spacingPage 80
Layout examples
Editorial — 8 of 12
Split — 6 and 6
Full bleed
14
Motion
SAVIACOMotionPage 82
Motion
Principles
Slow in, long hold, no bounce. Like a door closing on a good hinge.
SAVIACOMotionPage 83
Storyboard
0 ms — the surface alone.
320 ms — the mark rises on the curve.
800 ms — in place. Nothing overshoots.
Arrive later.
1300 ms — the line follows.
SAVIACOMotionPage 84
Easing & timing
Premium — cubic-bezier(0.4, 0, 0.2, 1)Slow, weighted, deliberate. The pace of something expensive.
Fast · 350 msHover, buttons, toggles
Standard · 500 msCards, panels, fields opening
Slow · 800 msPage changes, full screen, reveals
The mark enters: 26 px, 800 ms, the signature curve
Transform and opacity only. Every motion has a still equivalent: with reduced motion switched on, nothing on this page moves.
15
Packaging
SAVIACOPackagingPage 86
Packaging
Direction
A bordeaux cloth dust bag inside a linen-covered box with the monogram blind-debossed.
Substrate & print
Linen-wrapped rigid board in noir, the SV hallmark foiled in gilt on the lid and nowhere else. Rouge satin tissue inside, an ivory cotton dust bag. No name on the outside of anything.
SAVIACOPackagingPage 87
Box
SAVIACOPackagingPage 88
Tag & wrapping
SAVIACOPackagingPage 89
Unboxing
16
Brand in use
SAVIACOBrand in usePage 91
Website
Products · About · Contact
Arrive later.
See the range
One photograph per screen, warm film, the product named only in the caption.
SAVIACOBrand in usePage 92
Brand in use
Digital
One photograph per screen, the piece named in the caption, the repair form two clicks from any page.
SAVIACOBrand in usePage 93
Social post formats
Arrive later.
Made to be late with.
A bag you will repair before you replace, and a house that repairs it.
No logo outside.
Repaired for life.
Thirty years is the point.
One frame per post, shot at night or in hard sun. No product tags, no carousels, no faces smiling at the camera.
SAVIACOBrand in usePage 94
Campaign
Arrive later.
Out of home · 3×6 m
The Long Weekend: nine frames of people doing nothing, beautifully — a tuxedo by a pool at night, a nap on the bow, a hawk on a shoulder.
SAVIACOBrand in usePage 95
Print & stationery
SAVIACO
Uncoated ivory stock, letterpress in noir, the SV hallmark blind-debossed. Gilt foil only on the invitation.
SAVIACOBrand in usePage 96
Blind emboss
EmbossedDebossed
SAVIACOBrand in usePage 97
Envelopes & tape
C4
C5
DL
17
Merchandise
SAVIACOMerchandisePage 99
Merchandise
A gilt-stamped leather luggage tag, a linen dust bag, a brass key ring. Never printed cotton.
SAVIACOMerchandisePage 100
Merchandise
Application rules
The SV hallmark is stamped, foiled or engraved — never printed, never embroidered large. Gilt on noir or rouge, blind on leather. One mark per object.
18
Environment & signage
SAVIACOEnvironment & signagePage 102
Signage
Salons like a hotel library: walnut, loden felt, one bag on a table.
SAVIACOEnvironment & signagePage 103
Environment & signage
Materials & fabrication
Solid brass, walnut and loden felt. The hallmark engraved in brass at the door; the name appears only inside, small, in Marcellus capitals on a walnut panel.
