Easy Breezy Frozen Yogurt Brand Identity
This is one of my favorite projects yet. I worked with the founders to develop a concept and brand identity for their new frozen yogurt shop in San Francisco’s busy Noe Valley 24th Street corridor. The original inspiration for Easy Breezy was The Cup and Cone, a walk-up summertime ice cream shop in Minnesota. They wanted to bring the same dog days of summer, front porch feel to the shop and buck the trend of glossy, uber-modern fro-yo chains. Building on their original mood boards, I pulled a wide range of scrap to further define the aesthetic of the shop and guide our conversation. One thing they knew for sure was that they wanted a character incorporated to up the fun factor. They were also drawn to the color teal, which we selected together as the main color.
“Chris firmly guided us in the direction of our desires, always bearing in mind what WE wanted as his clients, rather than what he wanted as a designer,” said Ariel.
The challenge was to recreate some of the charm of The Cup and Cone while appealing to a sophisticated, healthy, food-saavy San Francisco customer base. What was most fun about this project was watching it turn into a real life shop from a set of floor plans and sketches. I advised on so many aspects of the shop—from flooring to signage—and seeing it come to life was especially exciting. It also didn’t hurt that I had a blast working with them.
“Chris’ input on every aspect of our brand and our in-store concept was spot-on. His presentations were always incredibly thorough, his manner professional and most importantly his deliverables were always on-time and always exactly what we wanted,” said Ariel.
I coordinated with a number of vendors, including printers, t-shirt makers and even painter/muralist Warner Graves who hand-painted several of the shop’s elements. I took feedback from the architect and even helped them select paint colors. The shop opened in July 2012 and has already been a huge hit with the neighborhood. I’m happy to say that their frozen custard is insanely addictive, and there’s no shortage of delicious toppings. Next time you’re in Noe Valley, stop by for some fro-yo and say hello to Breezy.