The Royce Lounge

The Royce

A premium brand and launch experience for Derby's newest shisha lounge.

Overview

The Royce is a new premium shisha lounge opening in Derby. Built around a dark, gold and candlelit aesthetic, the venue brings together signature shisha, cocktails and food into a refined late-night experience.

Opening a brand-new venue means starting with no audience and no digital presence. The Royce needed a brand and a launch strategy that felt as considered as the lounge itself, and that could build anticipation in the weeks before opening.

Ordernised delivered the full launch toolkit: a polished brand identity, a bespoke teaser website and a system to capture a guest list ahead of the first night.

The challenge

Launching a premium venue in a competitive late-night market presented several priorities.

Building a brand from nothing

The Royce needed a distinctive identity that signalled quality and exclusivity from the very first impression.

Creating anticipation

With a fixed opening date, the goal was to generate interest and a sense of occasion before the doors opened, rather than after.

Capturing an audience early

The venue wanted to open to a warm crowd, which meant collecting an interested guest list well ahead of launch night.

Brand & identity

We developed a refined identity centred on a gold script monogram and wordmark, set against deep black with smoke and candlelit warmth. The result is editorial and premium, closer to a luxury hospitality brand than a typical late-night venue.

Work included

• Logo and monogram
• Colour, type and visual language
• Social media templates
• Launch campaign assets
• Photography and video direction

The launch experience

At the centre of the launch is a bespoke teaser website designed to capture the atmosphere of the lounge before anyone has stepped inside.

The site includes

• Atmospheric, candlelit design
• Live countdown to launch night
• Animated smoke and ambient motion
• VIP email signup capture
• Mobile-first, fast-loading build
• Fully bespoke, no templates

Every interaction was designed to feel like a preview of the experience, turning curiosity into a growing list of guests ready for opening night.

Menu & hospitality

Our work reached beyond brand and technology and into the guest experience itself. We supported The Royce across its food and drink offering, from how the menu looks to what goes on it.

Work included

• Full menu design
• Food menu consultancy, shaped around current trends
• Bespoke mocktail creation
• Training for the bar staff

Results

A brand ready to open

The Royce launched with a complete, consistent identity across its website, social channels and venue, instantly recognisable and built to scale.

An audience before opening

The VIP capture turned early interest into a real guest list, so the venue could open to a warm and engaged crowd.

A foundation for growth

The brand and digital groundwork set up The Royce for the next phase, from bookings and events to ongoing marketing and content.

Project highlights

Creative

• Brand identity
• Logo & monogram
• Videography
• Photography
• Social media assets
• Launch campaign

Digital

• Bespoke launch website
• Live countdown
• Ambient motion design
• VIP signup capture
• Mobile-first build

Hospitality

• Full menu design
• Food & drink consultancy
• Mocktail development
• Bar staff training

Conclusion

The Royce project shows how brand, design and technology come together to launch a venue with intent rather than by chance.

From a distinctive identity to a bespoke launch site and a growing VIP list, every element was created to introduce The Royce as a premium destination and to set it up for long-term growth.