Road Royale - Unforgettable
driving tours.
Road Royale is a driving experience that offers tours throughout Europe, with evenings of fine dining and stays in some of the best hotels. Looking at competitors I wanted to embrace the high-end, classical and, elegant aesthetic, a massive difference to other brands who use casual language, bright colour schemes and chunky, outdated logos. The RR client is someone who likes the finer things in life, the branding needed to suit this by looking back to past design in the form of fonts and a heritage style.
It was important when designing the logo that the ‘luxury’ ideology of this brand was expressed. Road Royale is a private, invite only club where members indulge in carefully curated high-end experiences like none other. With the use of insignia historically representing families of a noble class we reflect a luxury symbol inspired by heritage. Use of a serif font only builds on this idea looking back to a traditional style. I created a logo and sub-logo so it was easier to place branding on marketing assets and stickers which were to be placed on the cars during each tour. The colour palette is made up of a subtle but rich green tone, a currenlty trending palette which can withstand the test of time.
with luxury in mind a serif font adds elegeance and class. These aspects are perfect for headings creating a vintage feel while the body copy is clean and rounded, making each message clear, a perfect juxtaposition.
I suggested socials should focus on the experience of Road Royale including the cars, travel, dining, hotels and all the other luxury aspects which make up each tour.
The primary green tone should be used for captions, reel covers etc in order to keep the feed consistent.
I expressed that the Royale Photography style should incorporate images with low saturation and a high contrast. All imagery should focus on the three pillars of the experience; cars, accomodation and cuisine. As this is a high-end brand all imagery should be carefully curated, considered and fit within the mindset of the target market.