Brand Concept & Naming
“Make it quirky like Alice in Wonderland” was the brief given to Studio Y. to create the concept for a new café on iconic Degraves Street set to capture the imagination of passers-by.
The Mock Turtle brand is both a nod to the Mock Turtle character featured in Alice in Wonderland, and to the origins of the name. Mock turtle soup was created in the mid-18th century as an affordable imitation of green turtle soup, long considered a delicacy in Victorian times. Soup acts as a metaphor for both the interior space and the logo. While the café space is a soupy mishmash of public and private, the Mock Turtle logo playfully references alphabet soup; a staple of childhood just like the tale of Alice in Wonderland.