Responses by Roly Grant, cofounder and creative director, Without
Background: Savoir creates the finest handmade beds. In a world stressed out by speed and waste, its workshop is a place of focus and calm, where skilled artisans use traditional techniques and natural materials to create extraordinary products that last a lifetime. The purpose of Savoir’s new website was to reestablish the brand’s luxury credentials, tell the story of British craft and quality, and sell its benefits to a global audience.
Design core: The site was part of a wider brand refresh. We created all elements of the new identity, including brand and product naming. The previous “Savoir Beds” brand name was replaced by “Savoir,” and a new logotype was developed using heritage elements in a contemporary setting. A monogrammed S entwined with 1905 has also been created for use on products like bed linen and other accessories. Our work across the brand resulted in a simpler product offer of four iconic beds: No1, No2, No3 and No4. To reinforce the character of these four beds, we and Savoir created four stories told in terms of the time it takes to make each one. Visitors can roll back the hours to see the stages of manufacture—the skills, techniques and materials that go into each step. The brand’s rich heritage is also woven into the narrative, from its history with the Savoy Hotel to famous personalities who get a good night’s sleep on their beds.
Favorite details: We’re proud of the fact that Savoir’s online environment celebrates the Britishness of the brand and speaks of its heritage, nature, craft and luxury. It’s now a fully branded online setting, even down to an original ticking design by Lady D’Oyly Carte, wife of Savoir’s founder Rupert D’Oyly Carte, which provides a fitting backdrop. Overall, the site gives the company a more useful e-commerce arm and makes it more accessible.
Navigation structure: Analysis of audience behavior showed a primary interest in individual bed types, so Savoir’s product offerings are the focus of the site’s navigation. In addition, we found that browsing habits—driven by search engines—directed visitors to detail pages. Both factors led to a site structure designed around the four beds, each acting as its own landing page, telling its stories and driving visitors to take the next step: contact with a company representative.
Challenges: This was a global project, serving markets across continents. The site needed to appeal to an international audience; to do so, it needed to work across six different languages from the Latin alphabet to Russian Cyrillic to Chinese Hanzi to Korean Hangul. Quite apart from the design and technical challenges, one of our biggest concerns was proofreading!