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THE YOGHURT CLUB


The Yoghurt Club

24.06.13

Publications:

Dopress Publishing, 2013, "Wall Decoration Art"

The Yoghurt Club is a café style offer with a focus on a passion for yoghurt and its associated health benefits.

The Yoghurt Club concept challenges the modern concept of frozen yoghurt in a cup by also providing a large range fresh yoghurts and products containing yoghurt including wraps, smoothies, parfaits, freshly baked breads, cookies, salads and soups.

They aim to educate their customers, showing that different types of yoghurt based products can offer alternative and holistic meal options that can become a regular part of everyone’s diet.

The Yoghurt Club owners approached Studio Equator for help in building a unique brand and fit out that would convey their passion and ethos, and would also be a strong base to expand the business from.

Studio Equator first completed a design audit, which looked at the new business's value proposition, point of difference, objectives, target market, competitors, and marketing and brand strategy.

Our recommendation was to develop a brand identity and core message that is cool, confident, vibrant happy and friendly, and to create a brand personality similar to the “Donna Hay” of yoghurt – expert craftspeople in nutrition, quality, education and presentation.


This could be achieved by a progressive store fit out presentation, distinctive uniform strategy and supporting collateral.

We designed a simple adaptable logo with an integrated smile, and teamed it with a heritage gingham pattern that was applied to menu boards, ticketing, stationery and graphic applications as well as being reflected in the shopfront and tiled floor of the fit out.

Elegant graphics were designed and applied as a feature wall mural, yoghurt machine graphics and refrigerator graphics.

Although a very small tenancy, the fit out is an engaging, functional and memorable space that allows for a creative and adaptive product range, and potential for expansion of the business model.