ROYL

Brand Pillars

Tone of Voice

Editorial Direction

ROYL FINDS ITS VOICE

ROYL is a collection of loungewear in a class of its own. Elevated, chic and thoughtfully designed, every piece is created with purpose, intended for women to wear for themselves at home or while traveling, without sacrificing style or making styling mistakes.

Founder and stylist Rachel Rodin asked us to develop a tone of voice that reflected the ROYL product and the woman who wears it: grown-up. In a world of puns and quippy-one liners, we game for the task.

We went back to the strategy work and refined the brand pillars. From there we developed the brand persona, muse and voice guidelines, ultimately creating a uniquely simple and stripped down voice, that allows the clothes to speak for themselves.