“We feel like the tone of the experience, energy, and choice self-serve offers the consumer is not only a dramatic departure from our current experience, but a departure from the category as a whole,” says Timothy Casey, CEO of TCBY. “Today’s announcement is the culmination of tremendous strategy, research and creative execution by our internal team and agency, StruckAxiom, to bring this trifecta — concept, design, and brand identity — to a realization. More important, it’s symbolic of the new TCBY, a pioneer ready to infuse and lead the movement around a growing frozen yogurt category. Today is one of many steps in that direction.”

Designed by Struck/Axiom

Via Brand New