Menchie's Frozen Yogurt

Design can be the differentiating factor that takes a company from good to great. From growing to exploding. We’ve seen it happen. We’ve made it happen. Take a look at the following case study. The proof is in the pudding, er, yogurt....

background

In June, 2006, Danna and Adam Caldwell came to Works Progress Design with a plan to open a frozen yogurt shop called Menchie’s. They needed a brand image that would stand out amongst their chic, trendy competitors. They didn’t want to be just another Southern California Pinkberry knock-off. They were doing their own thing and they wanted it clear from the start.

approach

With almost no initial start-up budget, we began with the creation of a lighthearted custom type design. Utilizing colors that recall fresh, fruity toppings and a playful yogurt swirl apostrophe, the Menchie’s logotype was a fun, modern design that made their product offering crystal clear at first sight with a tasteful subtlety. Taking it a step further, we created the whimsical “Menchie” character—a cartoon icon created to attract kids of all ages with his kitschy, Japan-esque illustration style.

results

When they started, Danna and Adam had a 10-year plan of becoming a national franchise. After just 4 years in business, they became a global franchise and now have over 70 stores. Recently, Restaurant Business Magazine named them the #1 food franchise for growth in their “Future 50” list.

Menchie’s continues to rely on Works Progress for their branding and design.