Case Study > TCBY

It’s Healthy and Tasty

For decades, The Country’s Best Yogurt touted only its taste—despite also having the country’s healthiest yogurt. This perception of indulgence over health nutrition eventually gave an opening to hundreds of local and regional yogurt shops who have adopted a health-conscious message—stealing a sizeable slice of TCBY’s market share.

So, we ate some yogurt. We added some toppings. We ate some more yogurt. We added some more toppings. After trying almost every possible combination, the challenge was obvious (and simple): Update the TCBY brand to match its best-in-class product.

Rebrand and Store Design

STRUCK crafted a new identity that brings TCBY quickly, but calmly into the modern age. Along with that new brand identity came the challenge of designing the first TCBY self-serve concept store. The updated environment reflects TCBY’s modern approach to health and nutrition along with its overall commitment to the customer—and also gives yogurt-lovers a smooth lounge-y domain to call their own.

The results: Perceptions have been altered, expectations have been exceeded and our relationship with the TCBY/Mrs. Fields family has never been stronger. As for that concept store? It’s packed with smiling customers at every hour of the day—and TCBY franchise owners can’t wait to update their own storefronts.

Blog: create

TCBY Rebranded

by g.lock

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Awards

2011 Rosey Award

“Thought has gone into every element.” Vanessa Hepworth Hogan, Franchise Marketing Manager - TCBY

I’ve had the privilege of watching STRUCK blow the redesign of TCBY out of the water. Seeing the thought that has gone into every element involved in the redesign has clearly set STRUCK ahead of every agency TCBY has worked with as long as anyone can remember.

“TCBY is going to celebrate community for the consumer.” Tim Casey, CEO - TCBY

The stores we open up with STRUCK'S help are going to be a new look, the new feel, the new design, and the new way that TCBY is going to celebrate community for the consumer. They are going to be very comfortable, very accessible and very relevant with the consumer.

“TCBY has empowered us to explore boundaries.” Scott Sorenson, Creative Director

From conception to roll out, TCBY has empowered us to explore boundaries and blend art with commerce while creating an experience that will resonate with existing and new customers. It's okay if customers walk into the new store and recognize, 'this is not your parent’s TCBY.' It's designed to be cross-generational.