Yogen Fruz
Yogen Fruz Rebrand a Winning Strategy in Frozen Yogurt Wars
Yogen Fruz Canada Inc., long a pioneer in the Canadian frozen yogurt market, was looking to expand operations in the US. The market for frozen yogurt was exploding in California with the success of two key competitors who had established a new standard for the category. If Yogen Fruz were going to compete in these markets they knew they needed to develop a healthy brand communications strategy and contemporary retail image and lose the heavy, dated look that their current assets projected.
The existing logo utilized a chunky typeface with three painted cyan, magenta and yellow stripes. It was in need of a diet and a friendlier appearance to encourage consumers to feel good about making a healthy choice. The menu boards lacked dimension and appetite appeal and the retail spaces were dated and completely disconnected from the offering.
The creative team at Jump was initially retained to develop an icon that would fit with the existing wordmark. Yogen Fruz had reservations about changing the logo because of the number of franchisees that would require new signage. Jump worked with the team to establish the brand personality of Yogen Fruz and help them understand that their current brand identity was a disconnect and a complete redesign was necessary to achieve their goals. They needed a new brand image that was reflective of the healthy nature of their products.
After showcasing a wide range of options, Yogen Fruz realized the potential of a complete re-brand and selected a fresh new identity to move forward with. 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 Fruz can be your everyday guilt-free pleasure.
With the logo setting the tone, Jump then embarked on redesigning the Yogen Fruz retail environment to follow suit. The resulting clean and contemporary store design uses glass tiles, corian counter tops and minimal graphics to create an inviting atmosphere that fits with the core health message. Rounding out the new identity are a new website, packaging, collateral material, a print ad campaign and global guidelines for franchisees, all developed by Jump. The ads feature artistic lifestyle compositions with corresponding tags such as “yogen crüz”, that play up the “Ü” icon and the unique characteristics of the Yogen Fruz name.
Jump elevated the Yogen Fruz identity to a premium level that speaks to the superior quality of their products. The program is currently being rolled out in both Canada and the US and has been very well received.
