Saffron has carved a space for itself in the world of big consultancies that specialize in branding. It has done so with disruptive thinking and a solid mix of talent. We were given the responsability of Saffron's new identity and, knowing the place inside out, we knew that the brand idea had to strike both conceptual and intellectual points, while staying very simple.

The idea is simple. Two parts live within the same company. Strategy is the soul; you can't see it but it leads every project. Design is the skin; the one we can all see and easily appreciate. These two parts are brought together in a very elemental and decisive piece of design: a typeface.