the new kid takes the lead
Gus Prentzas owned a prime piece of real estate in Astoria, Queens, NY, that several major frozen yogurt brands wanted. Instead of selling, he decided to open one himself. The problem was there were already six yogurt shops within a 6-block radius. We asked Gus, “So, how will you do it differently?” He replied, “That’s why I need you.”
After in-depth discussions about demographics, we established two key markets to go after.
A black/white, blocky serif type design makes a big departure from minimalist, pastel competitor brands.
We also established a set of bright color pairings that could be used. Fresk’o was set up to “own” not a singular brand color, but the overall idea of boldness.
This idea was also reflected in their tagline, “Once a day just isn’t enough.” Layered with innuendo, it also innocently suggests having Fresk’o for breakfast and dessert.
The “o” in “Fresk’o” forms an angel/devil icon which speaks to the duality of the brand concept…
The icon alone would often be used as the proverbial angel/devil on the shoulder on apparel and in printed materials.
Messaging would prove to be an integral part of communicating the bold concept. Suggestive phrases that push the envelope to give Fresk’o its signature “sauce.”
A concerted effort was made to bring the brand personality into the physical space. By doing so, Fresk’o becomes a more genuine experience. Any need for communication becomes an opportunity to get to know the brand—no matter how great or small.
Engaging messaging demands interaction. The clock blade sign outside reminds customers to come back and indulge again. At the front door, customers are asked to “come (in) as you are,” and they respond by entering through the “sweet” door or “saucy” one. It’s a physical conversation with the brand that entertains and delights.
Restaurants just starting out typically haven’t amassed large amounts of content (i.e., company profile, extensive menus, franchising info, etc). A single-page website allowed us to create enough visual interest to compensate while highlighting info customers would be looking for.
Sections dedicated to extensive flavor menus and requisite hours/location info are easily accessible and integrated with opportunities to capture email addresses and followers on social media.
Restaurants have such a low percentage of success. You put so much into opening one, why wouldn’t you invest in something that greatly increases your odds? The branding and design you did is a huge part of our success.
—Gus Prentzas, President + CEO
Able to compete with larger, more established companies because of branding—not product—differentiation.
Diversified product and positioning allows Fresk’o to maintain strong sales from morning through night.
Upon opening, Fresk’o received immediate interest from potential investors about franchising.
Open your doors and come out swinging.
Need more convincing? Check out one of these success stories...