The project stemmed from the client’s need to create a strong, recognizable brand ready to expand through a franchising model. In a market where yogurt is often considered a secondary product within ice cream shops, the primary goal was to position TU&YO as a leading brand in the "pure yogurt shop" sector, leveraging: • Quality and authenticity of ingredients. • Freshness and organic origin of raw materials. • The ability to extend seasonal appeal with related products (cookies, semifreddo, hot beverages, yogurt cakes, pastries). Preliminary analysis revealed an underrepresented market niche, making the brand appealing both to new entrepreneurs seeking an innovative franchise and to consumers looking for a tasty yet healthy food offering.
We explored the competitive landscape to highlight how yogurt, often overshadowed in ice cream shops, represents a niche with significant potential. The analysis revealed that focusing on organic ingredients and authentic recipes allows TU&YO to stand out by offering quality and uniqueness. Additionally, two key segments emerged: families with children, who value authenticity and are likely to become loyal, and young teenagers, drawn to a "cool" and customizable experience. The identification of these target audiences influenced every aspect of the project, from branding choices to the definition of the store concept, resulting in a solid and highly specialized franchising proposal.
The previous name ("Maccheyò") did not fully align with the new communication needs oriented toward franchising. A revision process was therefore initiated, divided into two phases: • Identification of semantic fields most commonly used in the sector's communication: freshness, authenticity, and uniqueness. • Analysis of intersections: it was determined that the naming needed to be ORIGINAL, COOL, and AUTHENTIC, directly engaging the consumer and making them the protagonist.
Various names were generated, including "Sluffy," "Yo-Bro," "TU&YO," "YoTut," and "NATUT." Following a test with a sample of regular customers, "TU&YO" received 80% of the preferences due to its immediacy, strong reference to the yogurt world ("YO"), and emphasis on the consumer ("YOU" = "TU" in Italian language).
After defining the naming, the creative team developed several proposals, presenting them to a pre-selected focus group. The key elements identified as fundamental were: • Softness and roundness of shapes, evoking the creaminess of yogurt; • Authority: to convey the idea of high-quality products and carefully crafted processes. The chosen proposal, approved by 75% of the sample, strikes a good balance between these two aspects: • A rounded and “friendly” typography, accompanied by a pictogram reminiscent of a spoon or a drop of yogurt; • A clear aesthetic that highlights the name “TU&YO,” emphasizing the coexistence of the protagonist (the customer) and the yogurt component.
The color theme proved challenging: with white yogurt as the focal point, it was decided to adopt a primarily white logotype. Around it, a multicolored palette was built, inspired by the most popular toppings (strawberry, chocolate, hazelnut, M&M’s®, etc.). In practice, the logo’s background changes based on communication needs, allowing the white to always stand out and emphasize the product's centrality, while varying the visual storytelling and adapting to different sales points.
As a newly launched franchise, following the approval of the logo and color palette, the focus shifted to designing a starter pack that included: • Stationery (business cards, letterheads, informational brochures). • Packaging (tubs, cups, spoons, paper or fabric bags). • Staff dress code (uniforms, aprons, caps). All these elements, consistent with the new visual system, were presented to the focus group to assess their perceived impact. The feedback was positive: participants recognized the brand’s originality and distinctive identity.
Features and Positioning With a franchising perspective in mind, a modular concept was developed, easily replicable across different locations. Target analysis revealed: • Spaces that are too small are not ideal for hosting families with children. • Proximity to public transportation stops or gathering areas is a plus for attracting teenagers. A medium-sized store prototype was designed, featuring a seamless purchase flow and two doors: one for entry and one for exit (the latter adjustable based on the season) to streamline customer flow. Screens and Queue Management To simplify topping selection and enhance the shopping experience, screens displaying realistic photos of toppings with corresponding numbers were installed above the counter. This solution: • Helps children make visual choices, reducing waiting times. • Allows customers in line to familiarize themselves with options before reaching the counter, speeding up service by at least 25% (35% for families). Seasonal Adaptation The concept also includes seasonal space management: • Spring/Summer: The second door remains open to ease the flow of customers, with a spacious seating area for families. • Autumn/Winter: The second door is closed to conserve heat; the area is equipped with high counters or tables for hot beverages and yogurt-based desserts.
The rebranding and franchising development project for TU&YO resulted in: • A clear and distinctive brand identity, based on product quality and consumer centrality. • An immediate, engaging, and memorable naming. • A modular visual system that highlights the white color of yogurt and reinforces the idea of customization through toppings. • A user-friendly store concept, designed for the two main target audiences (families and teenagers), with a seamless and functional purchasing flow. The testing phase with a sample of end-users and subsequent validation through focus groups confirmed the effectiveness of the design choices, showing high levels of satisfaction and significant potential for franchising expansion.
