What makes Pinkberry, Pinkberry? If you said the yogurt, you’re only half right. Customers stand in line for a taste of the yogurt, but they get in that line because of the brand's personality.
Pinkberry introduced a completely new category, a unique flavor of tangy frozen yogurt and user experience. This meant the brand needed to connect to people like no other frozen dessert brand had done before. Ferroconcrete fell in love with the essence of Pinkberry and, inspired by characteristics of the yogurt and the modern décor of the first store, created an entire personality for customers to love and connect to.
Once in love, Pinkberry's loyal customers 'Groupies' interact with the brand and each other, sharing photos, stories, events and their love of Pinkberry, now at over 200 stores worldwide.
People don’t eat frozen yogurt anymore. They eat Pinkberry. That’s a brand, personified.
This project has encompassed comprehensive brand strategy, positioning, art direction of photography, development of brand lines and language, retail packaging, point of purchase displays, website, marketing collaterals, newsletters, environmental graphics, signage and event concepts.