Tsu Lange Yor – Christopher Doyle & Co.

In 2022, Australian singer and actor Troye Sivan began work on the development of his own product and fragrance line, Tsu Lange Yor. A spirited celebration of self and sanctuary, we were engaged to develop the brand identity, art direction, motion, packaging, and digital design for the brand.

Deliverables

Brand identity
Art direction
Digital design
Packaging
Motion design
Print
Tone of voice
Campaigns

Collaborators

Troye Sivan
Steele Mellet
Joe Brennan
Lauren Bamford
Joel Adler
Byron Spencer
Joel Adler
Cat Wall
Bone Digital
Contain
Bráulio Amado

Tsu Lange Yor is an exploration into unorthodox elevation and the sophistication of lifestyle, space, sex, and soul. Designed for person and place.

Partnering closely with Troye and his team we were initially briefed to develop the core identity elements for the brand. What began with a bold and distinct logotype, grew into a rich and layered set of tools including a supporting type system, visual language, photography direction, motion design, labelling system, and digital experience.

Comprised of a constantly shifting set of elements, the visual language was born from free-form image-making and experimentation. Incorporating graphic and hand-drawn illustrated elements, as well as video and portrait photography, the brand presents a subtle yet crafted visual landscape that celebrates intimacy, texture, and feel.

A paired-back labelling system was designed for the products that presents fixed core brand elements as well as allowing for custom product logotypes and graphic elements. This system was then applied to secondary packaging and instructional collateral.

We then designed and managed the development of a custom e-commerce site. Delivering an intuitive and media-rich browsing experience, the result is an immersive digital space that encourages the viewer to explore the product range as well as a gallery of images and brand collages.

Visit tsu-lange-yor.au

Testimonial

From day one of our partnership, Christopher Doyle & Co. became an extension of our small team, blending their expertise with our vision in a very integrated way. Their guidance was more than professional; they provided mentorship that helped shape the soul of TSU LANGE YOR. The collaboration felt very natural, and we were able to bounce things off each other effortlessly. We feel the outcome reflects this productive relationship. Concepts that we considered deeply personal and intimate were quickly grasped by Chris and the team. Their meaningful contributions to developing these ideas stemmed from their signature approach: thorough research, deep thought, and a highly considered understanding of their client. With Chris and the team, we feel very lucky to have found long-term collaborators and friends, and we look forward to working with them for many years to come.

Steele Mellet
Managing Director, Tsu Lange Yor