Sabina Savage launched her eponymous brand in 2014, offering heritage-inspired, elaborate prints on exquisite fabrics. Fantastical stories are woven through each hand-illustrated collection, meandering across continents and delving headfirst into the depths of history. Sabina and the team brought Studio Graft onboard to migrate their existing offer from WordPress to Shopify, while ensuring the integrity of historic sales orders and customer data.
The replatforming of the Sabina Savage gave the brand an opportunity to take advantage of Shopify’s 2.0 update, baking in additional benefits like Shopify Markets for internationalisation, a key part of the business’s growth since launch.
For the site to feel unmistakably Sabina Savage, the brand had to be resolved before a single page was designed. So we began with the visual identity, a new colour palette, a typography system and an iconography set, to set the guidelines everything else would follow. It is a deliberate order of operations: get the world right, then build in it.
The palette is soft and earthy, drawn from the physical materials of Sabina's process. It gives a warm, neutral ground so the vibrant, hand-drawn products become the true focal point of every page, the brand setting the stage and then stepping back to let the work speak. The iconography is contemporary but delicate, paired with a traditional typographic system to carry both the adventurous and the elegant sides of the house. And Sabina's "SS" emblem became the site favicon, a small, deliberate thread tying the product directly to the brand it lives within.
Every Sabina Savage collection takes the wearer on a journey, and the site is built to do the same. The structure mirrors the experience of the work itself: at every juncture a visitor can go deeper into the story, explore the designs, or buy, with the inspiration, the process and the product woven into one continuous path rather than filed into separate corners.
That is the answer to the brief. The narrative is not a layer you have to get past to reach the commerce; the commerce sits inside the narrative, so discovery and purchase belong to the same gesture. The world leads, and buying follows from it naturally.
The result is a website that is distinctly Sabina Savage, one where the artistry behind each print is the reason to stay, and the ease of buying is simply part of how the story is told.
