The brief

​

As a completely new brand, Regatta Originals needed more than product descriptions. It needed a personality.

I was commissioned to create the brand's tone of voice and apply it across launch materials, including brochure copy and product descriptions. The challenge was to establish a distinctive identity that felt modern, urban and style-conscious while remaining connected to the heritage and quality associated with the wider Regatta brand.

​

The process

​

Launching a new brand is always exciting because there are no rules yet. The challenge is deciding what those rules should be.

​

Working closely with Regatta's marketing team, I helped define how Regatta Originals should sound, what it should stand for and how it would communicate with customers. Drawing inspiration from Manchester's industrial heritage, music scene and independent mindset, I developed a tone of voice that felt confident, contemporary and authentic.

​

The tone of voice guidelines established the foundations of the brand, covering personality traits, key messaging principles, preferred language and words to avoid. The document was designed to help both internal teams and external partners communicate consistently as the brand grew.

​

Once the foundations were in place, I applied the new voice across the launch brochure and product range. The copy needed to do more than explain features and fabrics. It needed to help customers understand the style, attitude and lifestyle behind the collection.

​

Alongside technical product information, I introduced styling cues and editorial-style copy that encouraged customers to imagine how each piece would fit into their wardrobe. The result was content that felt more like a fashion brand and less like a traditional product catalogue.

​

The outcome

​

A brand with its own identity

​

The tone of voice and launch copy helped establish Regatta Originals as a distinctive brand from day one. Across the brochure, product pages and supporting materials, the messaging created a consistent personality that reflected the collection's urban influences and Mancunian roots.

​

By combining brand strategy with product storytelling, the content helped position Regatta Originals as more than a clothing range. It became a brand with its own voice, character and point of view, giving customers something to connect with beyond the product itself.