We teamed up with Maël Anouilh, a French chef expert in Basque cuisine, to bring a taste of France with a twist to the cities of Switzerland, beginning with Sauvée, a Michelin-starred  establishment that blurs the line between bistro nonchalance and fine dining precision. Tasked with crafting a brand identity as bold as the cuisine, we led with the maxim: ‘Turning fine dining on its head’. The result is a visual and verbal language steeped in ‘l’ironie du sor’ - an unapologetically brazen contradiction that defines Sauvée’s irreverent spirit. The ironic tone of voice and playfulness imbues a brand experience that’s as bold as it is unforgettable.

Sauvée is all white-tablecloth poise with Wagyu burgers and milkshakes in paper cups. It’s a dining contradiction served with a side of brilliance, and our identity leans fully into that tension. The tone is playful, sharp, and ironic, every touchpoint infused with energy and edge.

The colour palette reflects the restaurant’s spatial concept: think uniforms and table linens. Subdued, neutral black and white set the stage for vibrant contrasts and unpredictable scribbles and sketch-like motifs, which keep the brand alive, echoing the unpredictability of the experience itself.

At the core sits the wordmark, set in Nikola Kostić’s Chiavettieri Bold Italic. Drawn from the past participle of the French verb Sauvée, “saved” or “rescued”, it anchors the brand in a belief that luxury needn’t take itself too seriously. It’s extravagance with a wink.