Rochelle Mello, is a British, Oxford-educated lawyer who spent about 20 years in law and compliance in London, Singapore, New York and Miami. She already had the substance: two decades in boardrooms and at formal dinners on three continents, and certifications from two of the world’s leading etiquette schools. What she didn’t have was a name, and she’d been stuck on it for three months. She wanted a brand that felt elevated but warm and British but never stuffy. It had to be credible enough for a law firm and glamorous enough for a grand hotel.
Good form lets great substance shine.
We named it Quite Right.
It’s what the British say when something has been done just as it should be: a quiet nod of approval, warm and a little amused.
In two words it sums up her whole philosophy.
Etiquette is the confidence of knowing you got it right, so you can enjoy the moment and have confidence, instead of worrying through it.
The Name
Rochelle asked for quiet luxury and heritage, but with a twist. So the logo had two jobs: look like it had been around for a century, and still have a sense of humor.
The wordmark. Quite Right is set in a high-contrast serif with editorial poise. Thick strokes give it structure and fine hairlines give it grace, because etiquette needs both. It has an understated, old-money elegance but never gets fussy, and it reads at a glance, whether it’s on a business card or across a hotel awning.
The monogram. A monogram is an old tradition: two initials drawn together as one mark. The obvious symbol for etiquette would have been a fork, so we chose the plate instead. The Q is drawn as the plate, where everything at a formal dinner gets laid out. The R sits properly inside it, then lets its leg run over the rim to become the Q’s tail. That small step outside the line is the point. It’s Rochelle’s philosophy in one stroke: follow the rules, but make them yours.
The Logo
Everything lives in one Voice & Visual Brand Guide.
It covers the brand across her website, Instagram, decks, packaging, embossed stationery, hospitality pieces and signage, right down to the matchbox.
It even includes her photoshoot poses and dress code, because a good brand, like good manners, lives in the details.
