Froyo icon TCBY debuts a new image and retail store design to take on Pinkberry.

In the last decade, frozen yogurt shops rapidly spread across the US. Pink Berry’s and Red Mango’s and a seemingly infinite number of variants sprouted up. Icon of the mall, TCBY (the Country’s Best Yogurt) which predated this craze looked as though it got left behind. Newer chains enticed customers with healthy and unique flavors, clean graphics, and modern store interiors. TCBY which opened their first store in 1981 and has since grown to 900 franchise locations worldwide didn’t have the fresh image to keep pace with the trend. The company recently enlisted the design expertise of Salt Lake City, UT-based Struck/Axiom to give the brand a much needed rework. The scope of the project included everything from the logo and packaging to the store design concept and experience.

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