The name Savour is a simple expression of what we want customers to experience – the joy of food. As a word, it subtly communicates a premium feeling, while still speaking to a human truth around enjoyment that everyone can relate to.

The kernel of our visual inspiration for this brand came from the act of meal preparation. Slicing bread, vegetables, fruit and meat is central to creating dishes, and we examined the different knife serrations and marks that were distinctively tied to this world. This helped us to develop unique patterns that each sub-category could own, establishing a visual identity that was cohesive yet diverse. Distinct background colours were also selected to ensure that visual cues could be established throughout packaging and communication.

A clear tie back to the Bon Marché brand was a key imperative for the job, so we developed and endorser symbol that could work across the various touchpoints. We elevated the apple element of the logo with a gold colour treatment and used on all of the packaging and brand extensions. This harmonises beautifully with the deep green and white palette core to Savour.