YoHo frozen yogurt identity development

YoHo

YoHo is a brand for a frozen yogurt chain. While frozen yogurt is an established product, a Next Generation of frozen yogurts has invaded the US market since 2005. This relatively young phenomenon is based on some simple facts:

1. The US population is faced with a obesity epidemic (est. 30% obesity rate)

2. Ice-cream is laden with fat and sugar.

3. Older frozen yogurt concepts (TCBY/Golden Spoon) may be fat-free but are laden with sugar. This may contribute to the increase in diabetes we see in the US.

Next Generation frozen yogurts, like YoHo, have a healthy orientation driven by the fact that the core product is fat-free frozen yogurt that is not laden with sugars or artificial sweeteners. This gives the yogurt a tart flavor profile, which when combined with fresh fruit toppings (coconut, strawberries, mangos, blueberries, blackberries, pineapples, etc.) provides a very appealing, relatively guilt-free dessert.

Ultimately, YoHo frozen yogurt has a unique taste and is a nutritious source of probiotic goodness. In comparison, a YoHo consumer typically does not feel like they were indulgent after have our product. Instead, the brand pushes the fact the YoHo is a good source of calcium and probiotics (live and active cultures that have health benefits).

Competitors included Pinkberry, Red Mango, Yogurtland, MoJo, and Cherry on Top.

4 info: john@mediadynamics.us

Females (60-70% of demographic); students; health-conscious consumers.

Yoho’s logo and typography should convey a sense of happiness and health. Do NOT focus on or avoid any colors, however we believe the colors should lend to brand that is hip, fun, and distinct.

Based on the competitive analysis avoid any logos that feature a berry (Pinkberry), cherry (Cherry on Top), or mango (Red Mango).

Analysis of competitive brands, also reveals that the typography for Pinkberry, Red Mango, and Yogurtland all feature very thin fonts. We would like to distinguish YoHo from these brands and avoid any similar looking fonts.

One of the concepts being considered for our brand is a pirate-based theme. Keep in mind, however, this is only one concept and your branding efforts do not need to be firmly “anchored” to pirates.

COMPETITIVE ANALYSIS:
Pinkberry – logo is pink swirl w/ green leaf (reflecting both a pink berry and a swirl of yogurt). Green font, elegant/appealing to females.

Red Mango – Logo is ambiguous and hard to distinguish (a red mango with a mango shaped negative cut out. Font is brown and thin, very similar in style to Pinkberry’s but even thinner… This makes the name hard to read on signage (a big disadvantage).

Yogurtland – Brand does not feature an icon element such as PinkBerry or Red Mango. Stylized font is the entire brand. Font is hand-written and too disconnected - makes the logo/brand hard to read.