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 also get in that line because of the brand.
Light, sweet but not too sweet, fresh pops of color on a modern white backdrop, minimal yet infused with Swirly Goodness – that describes not only the yogurt, but also the website, the packaging, the menus, the marketing materials, the stores, the newsletters, and even the gift cards. Ferroconcrete fell in love with the essence of Pinkberry and, inspired by the yogurt and the modern décor of the first store, created an entire personality for customers to love.
Many customers have fallen so hard for Pinkberry that Ferroconcrete created a home for them on the website and turned them into Groupies. Here they can interact with the brand and each other, sharing photos, stories, events and their love of Pinkberry. Now at 100+ stores, Ferroconcrete continues to nurture the Pinkberry brand, introducing each new product with the same enthusiasm as that very first swirl. Why? Because Ferroconcrete loves Pinkberry as much as any Groupie.
People don’t eat frozen yogurt anymore. They eat Pinkberry. And 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.