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Free Soul

Changing the way people live their lives through good food

Free Soul is the embodiment of an ever present lifestyle change in our society. TYC were approached to create a brand and space that reflects an individual not bound by society’s constraints and bring to life an entrepreneurs dreams to life.

“TYC brings a new dimension to the phrase ‘think outside the box’; they have been an extremely effective catalyst in our creative process.”

Founder - Free Soul


This young entrepreneur has a vision. And it’s personal! Following a health scare within the family, he decided to take matters in to his own hands and do his bit to help us all live a healthier life. Challenge: Create a brand that can make a difference to someone’s life across a variety of platforms.


Creative day! The way we always start. The name was curated in the session and the brand was born. A What’s New Tour followed to show them what they were up against and the high standards of the Expectation Economy. From here, the TYC teams worked to create the identity and comms along with the store design. At the same time, we helped advise them on location strategy, product development, social media set up and even created a landlord pack to be taken seriously by landlords.


The health market is at the early stages of its boom. Trends will come and go but time will show that society will continue to take better care of itself and FREE SOUL will play its part in this movement. The brand’s icon, the lotus flower, symbolises coming from a dark place to one of light. Something that captures the family’s recent events and one that sets the tone for the entire brand. It’s a brand that is fearless and will do its bit to change the world.

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