According to the brief, this typeface had to be elegant, luxurious, 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 not strictly based on classic forms, but incorporates several distinct elements that express a modern woman's personality. In that respect, Regal Finesse not only emphasizes femininity, but also the romantic and dynamic aspects of the female personality.