Client

Viltė Savickaitė


Project

Ve Sav Logotype & Brand Exploration


Need

As we realized that the Ve Sav logo has been set in Impact all this time, we laughed and then got to work. The goal was to not replace the meme typeface, but rethink how we can bring it to a more delicate and thoughtful place - how to refine Impact.


Context

The original logo was distinctive, and daring. It was compressed, but also wide – there was a beauty in it’s far-from-perfect form, but the almost tone-deaf boldness wasn’t "Ve Sav".


Idea

Grounding the research in Impact's metal typecast origins, the monoweight fonts of leather stamping and everything the label stands for – beautifully considered craft at the intersection of farm, food and fashion. The refined Logotype is a timeless celebration of that.

2025

􀄯 Ve Sav Website

A lamb is the promise of wool. 

Standing for unspoiled beginnings, in Christian art it’s the “Lamb of God,” and in folklore – a shorthand for child-like goodness. A precious offering for a greater good – the quiet kind of courage and sacrifice. Its wool is the literal raw fibre that is spun, woven, and tailored – a perfect metaphor for fashion that starts on a farm and ends as couture.

This custom single-thickness typeface keeps the verticality and angularity of the original logo, while adding more elegance and airyness to the letters. Its simple forms are both playful and serious while the spacing and letter forms are carefully considered and based on φ (the golden ratio). It's legible in all sizes and easily stampable and printable.

"There is something profoundly satisfying about sharing a meal. Eating together, breaking bread together, is one of the oldest and most fundamentally unifying of human experiences."


—Barbara Coloroso

Originally released in 1965, Impact was created by British designer Geoffrey Lee, who hand carved the initial font into metal. Its extreme x-cap height ratio, the short ascenders and descenders was the consequence of maximizing the usable area on metal typecasts.

The tools make the artist and define the art. A kitchen and its tools is a crucial part of the label, here standing in as a silver fork and a wooden ladle.

to find love,

belonging,

understanding

and peace.

in products or in life.

write to me.

povilas@grigas.co