Designing YEMA’s Grocery Experience to Feel Like Home
As Sr. Brand Manager & Creative Director at YEMA, I led the design of four retail stores in CDMX and Guadalajara, translating the brand’s values into a warm, inviting, and functional space. From in-store messaging and layout to signature murals I ensured a cohesive yet unique shopping experience that strengthened brand connection and community engagement.
The Challenge
Bringing YEMA’s brand essence into a physical space required solving key challenges:
Translating brand values into a store environment – The space needed to reflect YEMA’s core principles: trust, clarity, sustainability, and approachability.
Creating a space that feels personal and inviting – Moving away from the traditional cold supermarket feel, we aimed to make grocery shopping a comfortable, welcoming experience.
Balancing uniqueness with consistency – Each store needed a distinct identity that resonated with its local community while maintaining a cohesive brand experience across all locations.
Design Approach
Our solution combined thoughtful spatial design with brand storytelling to create a welcoming and functional retail environment.
Signature Murals by Local Artists – Each store features a custom mural, celebrating its location and fostering a sense of community.
Warm, Natural Materials – Natural wood, soft lighting, and neutral tones create a warm, inviting ambiance.
Open & Intuitive Layout – Designed for seamless navigation, making shopping effortless and enjoyable.
Clear, Transparent Signage – Enhancing trust and simplifying decision-making for customers.
Grocery shopping, reimagined. By blending warm materials, clear navigation, and artistic expression, we transformed everyday errands into an inviting and engaging experience.
Impact & Growth
4 stores opened in CDMX and Guadalajara, each tailored to its community.
A physical extension of YEMA’s brand values, reinforcing trust, sustainability, and accessibility in a tangible way.
A scalable visual language that maintained brand consistency while adapting seamlessly to different store sizes and locations.
Distinctive mural designs turned every location into a recognizable neighborhood space.
Enhanced customer experience, making grocery shopping more inviting and enjoyable.
