DESIGNING FOOD INTEGRATED BRANDS

Strategy
MELLOW YELLOW
BAKESHOP & CAFE
Overview
In 2012 Figjam were approached to develop a new concept café located in the centre of Mirdiff, Dubai.
Working with the idea of styling a café around the community Mellow Yellow was born, a space that
is connected to the local neighbourhood it has since become a second home to many of its regulars, an
extension of their office as well as a venue for their children’s birthday parties.
Brief and Objectives
To design and develop a new outlet located in Uptown Mirdiff, Dubai, UAE
The café will become a central community hangout for Mirdiff residents
Target audience: Mirdiff residents of all ages and nationalities
Mellow Yellow Bakeshop & Cafe has been developed to act as a community meeting spot. A place for
friends and families, young or old, to share freshly made breakfast, lunch and dinner. Serving the local
community is central to Mellow Yellow Bakeshop & Cafe’s brand values, providing a warm, comfortable
setting and all the conveniences of your home and office. It’s a place where you can relax with friends,
meet clients, work on a paper, surf the Internet or chat on the phone all while enjoying good
wholesome food and great coffee. Everyone is welcome at Mellow Yellow Bakeshop & Cafe.
The process of developing the brand included local research and market analysis, as a community
concept it was important to note what the community needed. Strategy documents were prepared to
evaluate the research findings and plan the appropriate direction, brand workshops were then held
before any creative work began.
Moving to the creative stage meant using the strategy to shape the brand via collaboration of Figjam’s
brand, design, interior and product teams. Resulting in a full brand identity manual covering, to name a
few, product planning and design, OS&E style, outlet logo, verbal identity, look & feel, sounds & smells
and interiors.
Results
To achieve the community atmosphere, emphasis was placed on creating an approachable, clean and
enjoyable environment. Today the café is a busy, fun and friendly outlet which has incorporated itself
seamlessly into the neighbourhood, kids activities and workshops are frequently held here and local
residents use it for coffee mornings, gatherings, a meeting place and a space to work, rest and play
in as intended!
Food is of a consistently high standard, grills, salads and sandwiches as well as sweets and cupcakes
are freshly made on-site and served by fun and lively staff.
Colourful walls and comfortable furniture gives a homely environment while relatable graphics and
images bring in the sense of community and provide a human element. The modern and innovative
touches make sure the space feels contemporary and stylish while key design features as well as
relatable community graphics and images gives the space a comfy feel where people out hang out.