Yogofrút is a family owned business that serves frozen yogurt*. The business will open in 2 months and will be located in Lewisville, Texas (Dallas/Fort Worth metroplex) in a strip mall.
The frozen yogurt business stands for a healthy approach to having dessert. It also emphasizes a fun and welcoming environment. Consumers visit a Frozen Yogurt store to spend time with friends, chat and have a sweet treat.
This business wants to relate its product to the health related characteristics of fruit as well as its qualities (color, shape, texture). It also wants to establish a close relation with its consumers and be more personal than its competitors.
The logotype should transmit the following feelings: refreshed, energized, invigorating, satisfying, and of course, FUN.
The environment of the store is one of cleanness yet playfulness, exotic (tropical fruits) and slick graphics.
Some good references for this product are:
*frozen yogurt: Frozen yogurt is a variant of ice cream. While maintaining the same properties of a sweet and pleasant dessert, frozen yogurt is low in calories and based on yogurt, making it healthier. It’s a very popular item for the crowd who is health conscious but still want to have fun going out for some ice cream/frozen yogurt.