Saben

New Zealand’s premium leather accessories brand Saben is well known for its highly covetable collection of handbags, accessories, and luggage. Founded by Roanne Jacobson, and named after her grandmother, Sarah Saben, this luxury brand provides its customers with handcrafted pieces, designed in New Zealand, to elevate their everyday style.

Approaching its 20th anniversary, Saben sought to develop a refined brand identity to mark this milestone and solidify its place as one of the country’s leading luxury designers as it entered a new era of business and category expansion.

Capitalised in a striking, modern sans-serif typeface, the refreshed wordmark captures the luxurious nature of the product, while communicating an approachability that is important to the Saben brand. Weaving a double ‘SS’ in a nod to the brand’s namesake, a secondary icon adds meaning and heritage to the brand identity.

As the established brand colour, pink provided a fundamental warmth to build upon. Opting for a slightly more subdued expression of this, grounded in neutral accents of tan and off-white, the revised palette brings clarity to the brand, detailed with a signature gold foil in printed customer touchpoints.