Take Off Group
Some Of The Most Genuine Brands Don’t Start With A Business Plan.
The Royal Affair didn’t begin as a brand. It began as a personal search. Neli Zovko developed her first hair care products for herself and somewhere along the way, The Royal Affair was born. My role has been to identify the brand’s core values and build a stronger connection with their audience.
Our Input
The brand transformation...
Some brands are built.
Others are revealed.
Our interview to understand Neli’s vision and what truly set her brand apart beyond their products allowed us to distill the essence of the brand and bring forward what mattered most across every touchpoint.
From her travels to Morocco discovering the benefits of henna, her high-touch product development and sustainable approach, it became obvious that our job wasn’t to invent a new brand story. It was to clear away what was obscuring the brand that already existed: the founder’s genuine approach.
Bringing Authenticity and Innovation into Hair Care.
We built The Royal Affair’s brand strategy giving their mission a voice.
From there, we refined The Royal Affair’s online store to feel premium yet approachable to welcome first-time buyers and retain loyal customers. Storytelling was introduced not as a marketing layer but as the honest surface of the brand itself. Their innovative sustainable packaging deserved to be seen and was shown on the website being used, squeezed, and real.
EVENTS
Building the community beyond the feed.
Campaigns followed with a summer collection welcoming new hair care and scalp care products.
We created a first tote bag carrying the line “Wild is the new sexy.” Followed by the next summer’s tote bag around the idea of a wild summer, free hair, true self. Each rooted in the same quiet confidence.
Brand language
Our trusted Partnership with the royal affair
Over the years, across seasons and product launches, we’ve helped grow The Royal Affair’s brand awareness and Instagram into something that speaks before a caption is even read.
What we’ve built with Neli isn’t a project. It’s a relationship built on the understanding that good brand work is slow, considered, and cumulative. We’re proud to have been part of this chapter, and quietly excited to see where the next one goes.
It was a real pleasure to work with you, Marine, and I look forward to collaborating with you in the future. So you only get praise and recommendations from me! You really are special and I’m glad we met.
Neli Zovko, Founder of The Royal Affair
