The initial brief for Regal required a typeface which is elegant, luxurious, sexy, vibrant, reflect the female sensitivity and take into consideration a modern woman who is more connected, spontaneous, open-minded and eager to try a whole host of new products and services.

Targeting this consumption-wise and well-educated woman, required a typeface that is not strictly based on classic forms, but incorporates several distinct elements that express a modern woman’s personality and the products she consumes. For that matter, elegant curvy details were introduced in order to establish a link to the female figure; teardrop terminals which reflect a woman’s sensitivity; pronounced quirks on upper and lower arms for her eyelashes; high-contrast, sharp corners at thinning terminals for her high heels; alternate glyphs for the woman who prefers to express her individuality -rather than slavishly follow trends- by using various accessories which can dramatically change her appearance; elegant endings and long curves to reflect her predisposition to dream; finally, bell-shaped serifs with an inward rather than outward direction reminiscing streamlined seventies fashion.