The Best Gets Better
TCBY approached us with a unique challenge. For decades, The Country’s Best Yogurt touted only its taste, while also having the countries healthiest yogurt as well. This perception of indulgence over health has given way to a slew of me-too’s who are now stealing market share and making TCBY less relevant. The challenge was to change the perceptions and make TCBY seem as healthy as it is tasty. TCBY turned to STRUCK in early 2010 to design and build a new identity and concept store. We have spent weeks researching several trends and directions to find that perfect balance of health, taste, nostalgia and forward-thinking. We’ve landed in a progressive place that we hope you like as much as they do.
