(01) brand identity
Companions for life's adventures.
The identity took its cues from an unexpected source: Seiko print ads from the 70s and 80s, the golden age of watchmaking.
Building the identity for SAVEFACE
Sometimes the most interesting brands start not with market research, but with personal obsession. When our lead designer Shy Trutwein came to us with their vintage watch venture, Saveface, we knew it wasn't going to be another luxury timepiece brand.
Every industry has its collectors, those passionate people who see beauty where others might miss it. For Shy, it started with discovering character-filled timepieces during their global travels. That collection of unconventional finds eventually led to Saveface, a watch brand that celebrates the beauty of the imperfect.
The brief was refreshingly clear: stand apart from the typical luxury watch market. These aren't pristine specimens destined for climate-controlled displays. Saveface specializes in watches that tell stories, whether it's a battle-tested Seiko or an unexpected discovery from a Parisian flea market. They're the kind that get better with every scratch and story.
We took our cues from Seiko print ads of the 70s and 80s, a time when watches were celebrated as companions for life's adventures. The result is a brand that celebrates character over perfection, and champions the beauty of a life well lived.
- Brand identity
Creative DirectionShy TrutweinJasmine Gallagher
Special CreditsJasmine Gallagher, for having to listen to this idea for two years
Shy Trutwein
