Owners, Monde Capital, hired Mystery to develop the initial concept for a ‘free-from’ alternative to ice cream, fro-yo and shakes. The brand would start with an initial retail site in London’s vibrant Soho, with a view to rolling out to other UK and international destinations.
Inspiration for this scheme was taken from the swinging, free-lovin’ 60’s era. The space was designed to be welcoming, approachable and warm in order to create an ‘everybody is welcome’ policy suitable for the free-from treats.
Our biggest challenge was ensuring all finishes and furnishings were completely cleanable, without letting in any allergens from the outside world. This involved a lot of research in finding alternative solutions to standard materials that were still in keeping with the look and feel of the space without being too clinical.
The main colour palette in the scheme consists of teal, copper and warm timbers, with materials chosen to work in conjunction with each other to create a warm and welcoming environment. The majority of Yorica’s competitors have very sparse, white environments. Our scheme was designed to allow Yorica to stand out in a crowded market and feel welcoming to those within and without intolerances.
The warm colour palette also helped to enhance and emphasise a very small space.
This scheme was created to be incredibly social media friendly. In order to make the space photo-friendly, without being gimmicky or brash, a few key elements were introduced:
- A ‘selfie wall’ with branded ‘Yorica Moments’ neon above a Yorica style frame to encourage customers to take and share photographs within the space
- Stand-out tiles in key locations create interesting visuals with in the store as backdrops and design elements
“Mystery have proved to be excellent from start to finish. They are like a ‘one stop shop’: They came up with the brand name, the look and feel, the design and were there when we went on site.
They took our brief, created our new brand and have contributed to the instant success of the shop.The results are there for all to see. When we need to create another brand we will go to Mystery for their services.”
– Charles Prew, Monde Capital