6 th street yogurt brand guide

BRAND BOOK

CONTENTS

BACKGROUNDVISION &MISSIONLOGO AND INTERPRETATIONIMAGERY OF THE BRANDAPPEAL OF THE BRANDTARGET AUDIENCENEED STATESPRODUCT OFFERINGSBRAND PRISM

VISION AND MISSION

VISION:To build a community of Yogurt connoisseurs connected through the brand

MISSION: To enhance appeal of Frozen Yogurt to a wider audience and increase consumption through product innovation

BRAND ESSENCE: Guilt free Indulgence

BACKGROUND

Launched in February 2012 with the only frozen yogurt store of South Mumbai,6thStreetYogurt has emerged to be one of the most loved joints of its kind. With its seven Locations in western Mumbai, the brand has been wowing yogurt and fruit lovers in the city.

That said, the singular reason why it enjoys a loyal clientele is its eclectic variety of over 24 toppings – everything from the exotic to the citrusy and its innovative flavours.

RATIONALE BEHIND THE NAME:

The name of the brand “6th Street” is derived from the famous entertainment city in Austin Texas.

The brand aims at offering its patrons a Guilt free Indulgence in desserts.

LOGO AND INTERPRETATION

The pink plane layer below the black box serves as a mystic element. The forward moving angle matches the attitude of the TG. The hidden layers at every touch point make 6SY unexpected, imaginative, engaging and fun. The pink and black brand colours reflect the indulgent and sinful attributes, while the maximum White reflects the purity and genuineness of the brand.

Pink is the category colour and therefore the driving colour.Black as a supportive colour as a sinful indulgence.

BRAND PERSONALITY

The brand needs to be perceived as classy, with attitude and wit. While being classy, it should not be pretentious. It’s smooth talking girl, who has a witty sense of humor.

IMAGERY OF THE BRAND

HIGH PROFILE TRENDY COOL SOPHISTICATED INTERNATIONAL FASHIONABLE WITTY HEALTHY FUN EXPRESSING

APPEAL OF THE BRAND

The bespoke eating experience with

endless possibilities

Caters to all the taste-chocolate, fruit, nuts,

dieters, low sweet lovers.

Trendy ,up market, status oriented

Absolute guilt free indulgence….

TARGET AUDIENCEWOMEN(18-35)The group is well affluent and economically balanced. They can be working women or self employed. She likes indulgence and might want to do so by satiating her sweet tooth, but whatever it is she is also very conscious of her diet and its result on her health. She is aware and well versed with international trends and lifestyle.

YOUTH( 16-26) :The group is optimistic and ambitious with lots of disposable cash. They are passionate about life and yet have carefree demeanor. They are ingenious and wish to experiment with the new things and hence it is the uniqueness in any brand or product that attracts them. fashion and style are necessary component in their entity.

CHILDREN(5-13)72% of buying decision are influenced by children's. Studying in private schools, they have plenty of disposable cash for their temptations. They have more time for themselves to share with their friends after schools or coaching's.

WORKING PROFESSIONALS(26& ABOVE)

The group is Ambitious and seek stability in life ,are very conscious about social strata and what people perceive about them they want to give 100% at work on weekdays and 100% to family on weekends.

PSYCHOGRAPHIC

Impulsive Party animalphysical orientation

USERS:YOUTH- To be seen 6thStreetYogurt as a fun loving and a place to hangout .KIDS- Child friendly Toppings/Flavours and happening ambience.YOUNG – 6thStreetYogurt offerings as a low calorie & diet conscious.

BEHAVIOURAL

USER STATUS: First time user- who are aware of desserts and belonging category and looking for new taste and preferences.Regular user- consumers of frozen yogurt.Potential user-should have commenced once in past 15 days can be consumer of Cocoberry, Yogurtbay,Froyo or 6thStreetYogurt.

BENEFIT:

Functional Benefit: Variety of flavors & unique toppings

Emotional benefits: Guilt free indulgence in temptations

NEED STATES

FUN &ENJOYMENT RELATIONSHIP PERSONAL WELFAREHANGOUT INTIMACY & BONDING INDULGENCEFAMILY EXPRESS OF PARENTAL PEACE & RELAXATIONCELEBRATIONS LOVE MOOD CHANGER

KEY EMERGING NEEDS:

INDIVIDUALITY Bespoke Choices as per individual preference Unique eat experience for each person

STATUSExclusiveTrendyNicheInternationalShow off value

FREEDOMFreedom from calories Free to make a distinct choiceFreedom

PRODUCT OFFERINGS

Frozen Yogurt WafflesSmoothies Toppings (24)

BRAND PRISM:

Fresh & purePath towards indulgenceColours: pink(relaxation) white(purity)Black(guilt free indulgence)Fat free

PHYSIQUE

ExperiencersInnovativeUpdatedfashionable

PERSONALITY

Health consciousPlayfulTop levelHappening

REFLECTION CULTURE

Texas, entertainment cityExpertiseHeritageyouthfulness

RELATIONSHIPAffinityConvivialityPleasure of savoringfriendship

CosmopolitanConnoisseurTrendyWittyChange driver

SELF IMAGE

THANKS