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The country's best yogurt

Brand Transformation

 TCBY Seating Area with blue and yellow stools and TCBY wordplay on the wall.


Keeping a classic frozen yogurt brand from getting soft.

The Challenge


TCBY was losing market share to challenger brands. The country’s best frozen yogurt needed a re-positioning strategy to emphasize its mission as a healthy, modern and delicious treat.

Our solution was to connect with the core audience (families and teenagers) while focusing on young mothers and their children (to improve day time visits). 

Our Approach


Our explorations took us through the brand's long history, looked to Europe and Asia for emerging trends, delved into market research and, of course, included a lot of amazing frozen yogurt.
While several unique design directions were created, each expressed a few givens: the new brand should be friendly, suggest health, and remain simple while incorporating a memorable twist. A winner quickly emerged. The proprietary typography is simple and approachable, while the cup shape within the “Y” provides the hook. Indeed, the empty cup reflects the self-serve concept perfectly..


As the new identity took shape, we also developed a complete store design, brand launch campaign, packaging and two websites—in less than a year!

project detail

Brent Watts, ECD / Struck

As we looked to revitalize the brand, we explored every touchpoint and every sensory experience that a customer might have.

What We've Done

Brand Strategy
Brand Identity
Experiential Design
Interactive Design

Best Toppings

Toasted Coconut


Shaved Almonds

Chocolate Stuff

The result was an immediate lift in franchisee inquiries, staff recruitment (a challenge for franchisees), improved customer satisfaction and a jump in same-store, year-over-year revenue.

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