Mystery helps develop two new variants of the Giraffe brand

Mystery is proud to announce a number of exciting developments in our long and successful partnership with the Giraffe brand.

The opening of a new one-off Giraffe ‘Bar & Grill’ concept in iconic Soho demonstrates the flexibility of the brand to work across a wide variety of locations and markets. Soho has traditionally been the epicentre of London’s café culture, and after a period of decline in the 80s and 90s Soho is now enjoying a renaissance as the centre for foodies in London’s West End. Giraffe’s brief to Mystery? Bring the vitality and ‘bo-ho’ art culture of Greenwich Village back to Soho and help position this unique flagship to attract the cool, local urbanites.

Alongside a new identity design and external signage, we created a new set of mixed-media interior ‘graphic installations’ including fly-posters, signage, oversized woodblock lettering and hand-painted murals on retro wallpaper. Working closely with founder Russel Joffe and Wells Makereth architects, the overall effect is a startling and exciting evolution of the Giraffe brand.

Mystery are also excited to unveil ‘The Giraffe Café’, another new extension to the brand appropriately launched at the original site of the first Giraffe in Hampstead.

The Giraffe Café reflects the original spirit of travel and independence that first inspired Russel and Juliette Joffe to set up Giraffe back in ’98, and we’ve aimed to capture that essence through the new informal identity design, menu format and interior graphics. Designed as a local place for local people, – working with Nelson Interiors – the effect is compelling, nostalgic and warm. The first site has opened this week in Hampstead whilst Wimbledon’s local Giraffe Café is due to be reborn very soon.

For more information about what’s new at Giraffe visit www.giraffe.net

To find out more about how we can help create compelling brands and branded interiors, don’t hesitate to get in touch: dan@mystery.co.uk or 020 7456 7833.

Creative Boom feature Mystery founder.

Design blog Creative Boom currently has a feature with Mystery founder Dan Einzig.

The article which covers a little on Mystery’s inception, plus information about our current & future projects with the likes of Giraffe Restaurants, Bubbleology & Gino can be found here

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Hi there,

Great news! This is just a quick note to update you on The Marketing Design Awards 09, which as you may know Mystery was shortlisted as a finalist for – in two categories.

I went to the awards lunch last week and was squeezed on a table between some nice people from ‘Landor’ (an agency with offices in 25 countries) and ‘Imagination’ (a global agency with 12 offices). They were all very sweet to me as the owner of ‘Mystery’, a specialist Brand Design Agency with ten people in only one office – well they would be, as we’re no threat…

…until it came time to announce the awards!

Despite their size and weight, the only agency to be recognised on our table was Mystery!

As I may have mentioned, we were delighted just to have been selected as a finalist, so we were not expecting to win anything – not when when we’re up against the great and the good of the industry – so to win a ‘Highly Commended’ award in both categories (Identity Design for ‘Giraffe’ and Product Launch design for ‘Masala Masala’) really felt like a coup for the small guys. (Especially as the judges only awarded these where they felt it was warranted – not in every category.)

I have to say the people around my table were very supportive and cheered loudly when Mystery was called. We didn’t come away with a trophy, but I was very proud of my team and we will be hanging the Commendations in the office for all to see.

Hope all is well in your world.
All the very best,

Dan

Marketing Design Awards 2009

Mystery has been shortlisted in 2 categories of the Marketing Design Awards 2009

Firstly for the identity design work that we have created for ‘Giraffe’, the family lifestyle casual-dining restaurant brand and secondly, for the identity, packaging and flyer design work we created to help with the launch of ‘Masala Masala’, the Indian, fresh, stir-in cooking sauces.



We’re up against some of the biggest agencies, so we’re not expecting to walk away with the prize, but we’re very proud to have been chosen as a finalist. All credit should go to the Mystery teams: Steve & Janfranco for Giraffe and Serena, Beck & Phil for Masala Masala. So congratulations to them!



Above: Hot off the press – the latest Giraffe menu designs.

Below: Masala Masala identity & packaging design.



For more information about Mystery, click www.mystery.co.uk

For more information about Giraffe click here

For more information about Masala Masala click here