Challenge. Generate a brand concept from naming, global design, and retail design to advertising campaign and brand activation for a new brand of self-service frozen yogurt in a market already saturated by huge global brands.
Solution. Let's be honest but bold. The UPS of the four leading brands was invariably based on yogurt's nutritional recommendations. Yes, Yozen is healthy, but that's not so important, what's important is that it's delicious and unbeatable, because it doesn't follow the recommendations, because it doesn't follow the rules, because Yozen, like life, has no instructions.
Results. With only four stores and a very limited budget, Yozen managed to rank second among the chains with the most worldwide experience.
