Saviour Logotype

Saviour is a contemporary menswear boutique in Christchurch. Working with the client from the store's beginning, we worked through a range of names and approaches before settling on Saviour and deciding on a bold black and white appproach. Saviour stocks a range of brands - both classic and fashion forward - and the main challenge was producing a captivating brand that would appeal across age groups and tastes. Resolving this tension between the classic menswear and the contemporary style within the brand resulted in a strong font that has an element of distress, combined with an iconic visual element that demands attention. The logo is deployed in both white on black and black on white to provide contrast, also reflecting the two aspects of the store's approach.