Regal was initiated following a brief which required a typeface that is elegant, luxurious and vibrant enough to reflect the female sensitivity and take into consideration a modern woman who is more connected, open-minded and eager to try a whole host of new products and services. Targeting this consumption-wise and well-educated woman, we designed a whole series of 5 related superfamilies (text, display, finesse, swash and stencil) which not only emphasize femininity but also reflect both the romantic as well as the dynamic side of the female personality.