Wirefree bra maker Royce has unveiled its refreshed branding, incorporating a new look logo, strapline and brand colour palette.

Launched this April with a new and improved website, the branding for Royce features a new strapline:

‘The original wirefree lingerie’. 

This is the first brand update for Royce in ten years, and marks an evolution rather than a complete revolution for the bra maker. Royce has opted for a new look that reflects its reputation as wirefree pioneers and a modern classic within the industry. 

Commenting on the brand refresh, Marketing Executive for Royce, Claire Boote, explains:

When developing the new look we wanted to reflect who we are in 2025: that includes empowering today’s woman by celebrating all shapes and sizes, without alienating our original audience. Our choice of logo, font and colour pallet is contemporary and alluring, and feels sophisticated and feminine – perfect for our audience. 

Removing the word ‘lingerie’ from our main logo may be viewed as a bold move, but the new strapline – ‘the original wirefree lingerie’ – reflects exactly who we are and cements our credentials as pioneers in this field.

Customers will see Royce’s new look wherever they interact with the brand, including at the upcoming INDX National Intimate Apparel Show, at Cranmore Park from 27-29 July 2025.

To avoid packaging waste, Royce intends to use existing stock with the old branding before moving onto the new branded packaging. 

Francesca Fleming, Commercial Director for Royce, says:

Since 1991, Royce’s brand has been through a couple of evolutions, but we felt that it was high time we presented a fresh, contemporary look that better fits who Royce is in 2025. We’re delighted with the result and hope both our trade and direct customers are too.

For the branding the fonts have been tweaked very slightly; while the primary and secondary colour palettes revolve around forest greens and soft pastels.