Yoghut

Yoghut opened as a local "frozen yogurt only" shop with a strong branding system in Columbia, SC. It now serves Acai Bowls, Bubble Tea, Coffee, and Smoothies, but the brand's concept still refers to a frozen yogurt shop like TCBY. By amplifying their logo, designing business cards, simplifying their menu boards as well as their catering menu, the atmosphere radiates more than just a froyo shop. Yoghut is located on campus, where USC students are the shop's primary target audience. College students enjoy places that are fun and unique to give them a sense of status and inclusion when visiting these shops. Coffee being one of the items added on the updated menu ramps up the energy from a frozen yogurt shop to a froyo/coffee shop bringing more student foot traffic. Rebranding here was a must.