SAVO

ABOUT THE CLIENT

Savo, a Swedish chair producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2023

SERVICES

Research & Analysis

Workshop

Brand Strategy

Brand Activation

Creative Direction

Creative Playbooks

Editorial Strategy

Brand Partnerships Strategy

ABOUT THE PROJECT

studio playground partnered with Savo, the Swedish workspace chair producer, to develop a strategic vision that strengthens its position in the business-to-business (B2B) market. This process was rooted in in-depth category and market research, combined with strategic workshops to understand sales and communication needs while building on Savo’s rich heritage. The goal was to shape a sharper, more modern and distinctive brand that stands out in a competitive landscape.

This collaboration went beyond surface-level changes – establishing a clear positioning and direction that informs all communication moving forward. Designed to be immediately actionable, the strategy equips Savo’s team with the roadmap, partnerships and frameworks needed to bring the vision to life.

More than a one-time exercise, this strategy provides a lasting foundation – ensuring Savo’s brand remains both relevant and competitive.

1. A stronger, clearer positioning that balances heritage with innovation

2. A long-term, actionable strategy designed for daily use

3. A refined visual and verbal identity to enhance brand recognition and give creative edge

4. Created a set of tools and frameworks to align internal teams and external partnerships