Flipside is the world’s first fully plant-based QSR/counter casual concept that is now flipping over meat-free burgers, fries, shakes and beers ’til late.  

Its creators, revolutionary entrepreneurs, Jen Pardoe and Claudia Tarry of PB2B enlisted Mystery to help bring their concept to life. Creating everything from brand strategy and naming, brand identity and graphics (including packaging, marketing material, wayfinding, signage) to interior design and website design. 

Pardoe and Tarry wanted to leverage the popularity of American-style all-day dining brands to create an accessible, friendly and trustworthy meat-free proposition that feels familiar, connects easily with a broad consumer base – including dedicated meat-eaters – in order to introduce them to the wonders of natural, alternative premium protein dishes.

After a brand naming workshop and research, Flipside was chosen jointly by the client and agency as a fun and relatable name that would represent both the audience’s current understanding of an American burger joint and also the concept of flipping an idea on its head – it’s an American all-day diner, flipped.  

We established Flipside as the Everyday Innovator – a brand that everyone can connect with, by delivering vision and innovation through the accessibility and trustworthiness of the everyday familiar.

Inspired by the American East Coast Diner, the design is clean-cut, modern, American, featuring America talk and music radio stations on the sound system and slogan advertising.  We gave Flipside a number of different zones, to incorporate a take-away area, open area for group socializing and more intimate, cosier booths. 

Service at Flipside has to be lightning-fast and super slick for the daily working clientele who are in a hurry. The combination of self-service and counter-ordering had to be efficient and easy, with a cutting-edge EPOS system to ensure a seamless customer experience.  Transformable from day to nightime. 

The website design is a simple and efficient information site to effectively translate the brand to screen, from the printed marketing materials and interior scheme.  Bright and easy to navigate, it is designed to grow over time as the business develops and successfully highlights the brand character through creative copy and interactivity; menu downloads and customisable location information. 

Flipside is set to turn quick service, casual dining on its head – a glimpse into the future and a taste of what’s to come.