See the result of a complete brand transformation. The rebrand programme included the design of a new mark, a website, high-end stationery, animations and more.
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.
The website design was driven by inspirational, bold imagery.
The shards derived from the YR logo are the glue for the identity.
We pushed the photographic language of the brand through lookbooks.
We proposed a tagline to go alongside the brand name and design.
We created several promotional campaigns and in-store animations.
YR Store enjoyed incredible success collaborating with respected brands to boost its fashion credibility.