Tysgrocery
Office+∞
From this moment, creativity sparks in every shift.
Brief
TysGrocery is an independent accessory brand founded in 2018, with its roots in a secondhand accessory shop known for its distinctive taste. The brand name preserves this origin story and carries forward its sense of humour and spirit of exploration. Unlike traditional accessory brands, TysGrocery focuses on creating a theatrical interaction between the piece and its wearer—offering a tender, playful, and subtly ironic vibe. Each accessory is less of a mere ornament, and more like a prop for the everyday stage of life.
While the brand has already cultivated a loyal following, it now seeks to reinforce its unique brand universe and tone of voice. The goal is to communicate its philosophy of whimsy × softness × satire more clearly through visual identity and storytelling, in order to expand its influence among young audiences and attract creatively-driven consumers.
The question is: in a saturated market full of affordable, youth-oriented, creativity-led accessory brands, how can TysGrocery truly stand out? How can it amplify its unique theatrical positioning and ironic spirit through storytelling, visual identity, and brand experience?
The most powerful way to highlight creativity is through contrast—with the ordinary, the dull, the habitual.
Tysgrocery Products
Office Objects
Insight
We spend our days boxed into office grids — typing, filling, performing. Rules may unify how we dress, but they can’t contain creativity. Inspiration doesn’t follow structure. It sparks in chaos, in emotion, in those tiny moments that break the pattern. In sealed-off offices, we’ve learned to lower our voices, tuck away our edges, and hide who we are. But not all expression needs to shout. Sometimes, it glimmers at your earlobe. Hides in the folds of your sleeve. Lives in the smallest shift from routine.
What if a piece of jewelry could break the cycle? A ring to reset the rhythm. A pair of earrings to power up your day. This isn’t rebellion — it’s a quiet signal: I’m here. I have ideas. I won’t disappear.
Tysgrocery — For those who find freedom between the lines.
Idea
Where Routine Meets Imagination.
Inspired by Gentle Monster’s use of artistic installations to elevate brand perception, and Jellycat’s immersive, role-play-driven retail experience that draws visitors into sharing and engaging offline, we designed an art space themed around the office — a place both familiar and frustrating for urban workers.
This hybrid concept — part installation, part pop-up store, and a prototype for the future flagship — brings the brand’s energy, creativity, and playful spirit directly into the minds of working professionals.
Visitors are encouraged to document their visit through a series of curated, photogenic installation points to post in social media.
Not Just Shopping
—It’s a Performance
Staff members will act as “bosses” or “managers,” guiding customers through the space and playfully handling purchases in character — adding drama and fun to the experience.
At checkout, the scene comes alive: staff take on the role of busy office workers, juggling phone calls and business tasks while packing purchases — slipping each accessory into a file folder, as if sealing an important deal. The entire setup invites customers into an immersive, surreal office fantasy where the mundane meets the magical.
Limited Packaging, Lasting Impressions
All products purchased during the pop-up will be packaged in exclusive “office file folders,” transforming everyday goods into quirky collectibles. Perhaps one day, when customers see the folder again at work, they’ll remember this playful shopping experience — and start to wonder if something strange and delightful might suddenly appear in their ordinary office routine.
Visual Extension
Through this surreal work environment, we invite visitors to reimagine the boundaries between “working” and “playing,” embedding a playful and creative brand identity into the everyday rhythm of work and life.