Christopher Doyle & Co.’s identity for Troye Sivan’s fragrance line is filled with free-form image making

Last week, the Australian singer and actor Troye Sivan released his first fragrance and product line, Tsu Lange Yor. The project is a “dream” that is years in the making, the singer states on his Instagram, and is inspired by his infatuation with interior design. The line features personal fragrances, candles, oil burners and decorative homeware pieces.

The brand takes its name from a Yiddish saying, which directly translates as ‘To Long Years’, and is a nod to the singer’s Jewish heritage. Created in collaboration with his brother Steele Mellet, the line is independently led by the duo, with creative direction by Troye and Steele as project lead. The Sydney-based creative studio Christopher Doyle & Co. was enlisted to lead the brands identity, art direction, motion, packaging and digital design.

The creative studio worked closely with Troye, carefully taking his vision into consideration. Tsu Lange Yor is defined by Troye as “a spirited celebration of self and sanctuary”, that aims to elevate “lifestyle, space, sex and soul”. To bring this to life, a press release from Christopher Doyle & Co. explains that the visual language was “born from free-form image making and experimentation”. Throughout, graphic elements are combined with hand-drawn visual elements and lettering to create a visual language underpinned by varying “texture and feel”. In one motion element, various depictions of the product name flash between one another from the central logotype, to quick time scrawls, to abstract line drawings.

Sitting at the centre of the system is a bold logotype and supporting type system which has a mechanical essence. For the physical products, a pared back labelling system of the core type system was applied – off white labels with small, wide-spaced type – with space being allocated for custom product logotypes and graphic elements. One of the fragrances, Pool, features an illustrated logotype from Bráulio Amado. In his signature way with type, the leaves energetically intertwine with one another, finished in a bright water blue, adding an intriguing contrast to the rest of the simplistic label.

Throughout the campaign, these graphic elements are combined with photography by Joe Brennan, Lauren Bamford and Joel Adler that has a high-fashion feel and includes Troye alongside models. Tying everything together, the studio developed an e-commerce site, aiming to create an immersive, “media-rich browning experience” the site both directs you to the product range, while also leading viewers to a gallery of brand images and collages.