Yogen Früz Retail Packaging Design
Yogen Früz Cleanses Their Palate with Fresh, White Packaging
The frozen yogurt category had recently seen a resurgence in U.S., particularly in Los Angeles, with new competitors creating a modern and contemporary presentation of the healthy frozen treat. Although Yogen Fruz held a leading position in Canada for many years, they knew that if they hoped to compete in the U.S. they would need to revamp their tired and heavy brand image.
The existing brand identity utilized a chunky typeface with three painted stripes done in a cyan, magenta and yellow. The packaging was complicated with layered line illustrations of the product. They solicited Jump to redesign the face of the company beginning with the logo, and extending outwards to their complete branding program, including their packaging, retail environment design, and website. The goal was to create a new identity that was reflective of the healthy nature of their products.
The new logo consists of a contemporary light blue wordmark that is reflective of the frozen product and a pink “ü” that conveys a splash of flavour. The umlaut accent on the “ü” creates a smiley face icon that gives the identity an approachable personality on store facings and collateral material. The light, fresh appearance of the logo conforms harmoniously with the core message (It’s all about ü!) that Yogen Früz can be your everyday guilt-free pleasure.
With the logo setting the tone, Jump then embarked on redesigning the Yogen Früz packaging to follow suit. The result was a predominantly white primary package that provides a clean canvas for the fresh flavours of the product to be the focus. The take-out bags deliver the brand personality, featuring soft graphics that represent wisps of flavour and the clever “tü go” tagline that was inspired by Jump’s in-store wall art. Overall Jump elevated the Yogen Früz identity to a premium level that speaks to the quality of their products. This sophisticated, elegant design has given them the opportunity to create an immediate impact and achieve a leadership position in the U.S. market.
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