Parker Luchetti Harrington
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Queenright

QueenRight offers a new alternative, a way to positively stand out, signature caftans. As a brand, QueenRight acts as an empowering leader for our audience—to access what is already within them, waiting to be worn with ease. QueenRight isn’t just a caftan. It’s your armor, it’s a reminder, wear it with pride.

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CONFIDENCE ISN’T SOMETHING YOU ASK FOR.

With the rise of the “athleisure” phenomena, there has been a great deal of interest in clothing that combines casual looks with comfort. Although this aesthetic is extremely practical, it has grown mundane, and often neglects signature, unique stylistic displays. 

QueenRight offers a new alternative, a way to positively stand out, signature caftans. As a brand, QueenRight acts as an empowering leader for our audience—to access what is already within them, waiting to be worn with ease. QueenRight isn’t just a caftan. It’s your armor, it’s a reminder, wear it with pride. 

 
 
 
“+ Creative Direction
+ Strategy
+ Branding
+ Web Design
+ Packaging”
 
 
 

PATTERN VERSATILITY

Your time isn’t meant to be lived lying down. QueenRight is about being unapologetically bold. Feeling unrestricted while making a statement is invigorating, liberating and makes you feel like your truest self— however you define it that day.  

 
 
 

WELCOME
TO THE HIVE

Tier One
Social: Imagery+Tone of Voice.
How we appear visually and vibe as a brand.

 
 
 

Tier Two
Site: Imagery+Tone of Voice+
Reason to Invest

How we talk about ourselves as a brand. The sell, what we have to offer, the supporting elements, the meat.

QueenRight’s site is a simple and enjoyable tool whose mission first is to help users understand the foreign world of caftans. Each piece of clothing is named after an iconic individual and explains features through iconography and quippy copy to insure that picking out the perfect caftan is clear, concise and delightful.

 
 
 
 

Tier Three
Packaging and Unboxing: Opportunity Delight and Surprise

This final tier of engagement goes beyond tone and into feeling. Unboxing is an experience that typically happens in the home and one-on-one, making this moment intimate, personal and visceral. This is our opportunity and privilege to create unique, shareable, signature moments.