A modern fairy tale love story is a beginning of a royal organization call “Sussex royal”. A modern fairy tale love story is a beginning of a royal organization call  “Sussex royal”.

Sussex royal is an organization of the duke and duchess of Sussex. The organization found in 2019 after the mexit, the duke and duchess’s announcement to "step back as 'senior' members" of the British royal family, The organization is facing a lot of scandals and being banned from the queen for using royal as their trademark.

Sussex royal has been trying to keep its brand identity as a royal family. The more brand tries to keep their royal image the more they fail as an organization. A new purpose of rebranding is to set their own identity in an ironic way reflecting them as a rebellion of a conservative royal family.

I aim to rewrite the narrative by demolishing the brand from its boundary as a royal member. and incorporate a sense of freedom that presented a freshness, looselessness by positioning the brand as one of the exclusive brand name from the couple.

The concept inspires by their fairy tale love story and the British royal family merchandise store which is presented through the hard-cover brand’s catalog.

The idea behind the bas relief cover is from the movie called la la land to presented their freedom after step down from the royal family and move closer to Hollywood to pursue their career.

The logos redesign with 2 differents visual identities for use in different purposes :

The primary logo idea intends to represent their face as a brand. Meghan and Harry’s soft power has established themself as a household name. Most people know the couple by recognizing their faces. This logo will break down the royal identity they try to keep instead generate their image stronger.

The secondary logo was inspired by coronet prohibition’s ban from the queen. Coronet with cross-line inspire from coronet ban to present them as a rebellion of family.