Moving out to Los Angeles, I was excited about many things – sunny weather, beaches, hiking, amazing Mexican food – but most importantly, the frenzy that Los Angeles has created about frozen yogurt, locally coined “Fro-Yo”. There are many frozen yogurt stores to enjoy in southern California, but by far, the most unique and perfectly branded is Pinkberry.
Pinkberry opened its first store in West Hollywood a few years ago. It became so popular, that soon there were lines out the door at all hours of the day. These loyal customers, or “groupies” as Pinkberry now refers to them, would risk getting a parking ticket just so that they could get a taste of their beloved fro-yo. Since then, Pinkberry has opened seventy-two stores. They are currently only in California and New York, but they plan to expand nationwide, which could have been predicted when they were recently featured in an American Express commercial.
Line out the door at their flagship store in West Hollywood
The Pinkberry mantra is simple – do one thing, and do it well. You will not find a gazillion flavors, overflowing topping stations, a beverage cooler, or even a bottle of water in a Pinkberry. Their menu is simple. They have three yogurt flavors, eighteen toppings (mostly fresh fruit), two types of smoothies, and shaved ice. That’s it! And, their frozen yogurt actually tastes like real yogurt! It’s not saturated with sugar like most places you go to. It is so simple and so good. Their tagline is “Swirly Goodness” – perfectly said.
Three Flavors
Toppings
Pinkberry had managed to not only create an amazing product, but also a truly exquisite brand – a brand that is unique to each detail of the product. Created by Yo Santosa at FerroConcrete, Pinkberry is their primary client. The level of attention and detail to the branding can be seen through every facet of the store and product. For example the store hours indicate that they “Swirl Daily.” Since the product of Pinkberry is so clean and simple, you can almost expect their branding to be that way – and it is. It is clean and refreshing, with pops of color, just as the fresh fruit toppings contrast the white “canvas” of the yogurt. The use of large product shots make the clean swirls of yogurt look ever-so delicious from any angle. They also pull elements of the high-end interiors of stores and use these visual cues as supporting design element. A true marriage of product, space and the consumer. Well done.
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Valentine's Day Promo
by Sarah Jura
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