• YR Store logo lockup with 'Live in Print' tagline on black background.
  • YR Store logo on white background with purple shards derived from the logo mark.
Live personalisation and printing in fashion

YR Store

YR Store was originally a sub-brand of digital experience innovators, YR (formerly Lumacoustics). It started as a retail concept showroom on Carnaby Street, London. After a successful launch and its arrival to Boxpark in Shoreditch, we were asked to reposition the brand for a more fashion-savvy audience and put it through a visual overhaul ready for its relaunch at Topshop’s flagship store at Oxford Circus.

We approached the project with a rigorous research and brand strategy exercise to capture the essence and unique nature of the brand. Working alongside the YR Store team, our mission was then to define the world’s first live design and print fashion brand.

At YR Store anyone can create their unique fashion statement.

The logo design was inspired by the brand's collaborative nature.

Over the years, YR Store has had concessions at Selfridges, Topman, Topshop UK and US.

  • YR Store takeover of Topshop on the corner of 5th Avenue in New York.
  • Customers designing their t-shirts at YR Store installation in Topshop on 5th Ave.
  • YR Store t-shirt customisation booth at Selfridges in London.
  • YR Store design on the back of the installation at Selfridges on Oxford Street.
  • Garment customisation and printing in progress at the YR Store concession in Topshop, Oxford Circus.
  • Vinyl wrapped counter design for YR Store at Topman, Oxford Circus.
  • YR Store vinyl logo on glass at Topshop.
  • Close-up of YR Store retail graphics at Topshop.
  • Price list and flyers next to the YR Store touch screens.
  • YR Store tote bag hanging in front of the heat press.

The website design was driven by inspirational, bold imagery.

  • The home and about page designs of the YR Store website.
  • The collaborations and timeline pages of the YR Store website.

The shards derived from the YR logo are the glue for the identity.

  • Screen printed duplex YR Store business cards with spot UV finish.
  • Text side of the screen printed YR Store business cards.
  • Front of the YR Store letterhead with a structured and clean typographic layout and purple shards across the right and bottom edges.
  • Back of the YR Store letterhead with pattern made of the YR mark in black and dark grey.
  • Screen printed swing tags with spot UV finish designed for YR Store garments.

We pushed the photographic language of the brand through lookbooks.

  • YR Store womens tropical crop top shot for Spring/Summer lookbook.
  • Side view of womens crop top with all-over tropical print shot for YR Store's Spring/Summer lookbook. Tropical plants shots for the YR Store lookbook.
  • Mens personalised t-shirt with all-over print tropical design shot for YR Store Spring/Summer lookbook.
  • East London street scene shot for YR Store lookbook. YR Store mens t-shirt with tropical print shot for lookbook.

We proposed a tagline to go alongside the brand name and design.

  • The back page of the YR Store booklet is promoting the YR App. Front cover of YR Store's Custom Fashion booklet.
  • Pages about the brand's background in the YR Store booklet.
  • YR Store booklet incorporating lookbook photos.
  • Printing service called Your > YR explained in the YR Store booklet.

We created several promotional campaigns and in-store animations.

YR Store enjoyed incredible success collaborating with respected brands to boost its fashion credibility.

A showcase of brand's logos that collaborated with YR Store.
  • YR Store crew attaching swing tags to t-shirt designed by a customer.
  • Staff folding a vibrant dye-sublimation printed YR Store t-shirt.
  • Rail full of all-over print t-shirts created by YR Store at Topshop.
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