Joe Froyo
Revolutionary beverage company buzzing over updated brand.
Joe Froyo™ frozen coffee drink is the perfect blend of healthful and tastes-good ingredients, breaking through the national beverage industry with a better-for-you alternative to the average beverage splurge. Joe Froyo is arabica cold-press coffee blended with frozen yogurt; functional, lactose-free coffee drink made with all natural ingredients, probiotics, natural sweeteners and ethically sourced beans — nothing but delicious, real food, drinkable goodness.
Case: The Joe Froyo business model had dual, complementary objectives: product exposure and the sale of their turn-key beverage machine program. Their hope is to reach health-conscious, under-caffeinated customers in the grocery, convenience store, hospitality, concession and cafeteria industries.
Joe Froyo had launched a preliminary brand, market-testing their product in over 600 convenience stores around the region. They quickly realized that their Americana-driven marketing direction targeted truck drivers and gas station consumers isolating them from their target buyer and flopping in-store without a clear tie to the right market. It was critical to get Joe Froyo in front of the right audience, in the right location with the right messaging and visuals for the product to gain traction and break into new market sectors — specifically, fitness and recovery market shares.
Result: We partnered with the Joe Froyo team on strategic discovery, positioning the product as a “good-for-you” beverage. We took them through our brand design and development process, delivering a full brand redesign, messaging, photography, brand assets, infographics, vehicle wraps, website, digital marketing, social media marketing (and more) to help them launch the new market position for their product. No longer just an alternative to your average cup-of-joe, we worked to move outside of the convenience store sector and into the health and lifestyle product category, launching with Joe Froyo’s iconic “yum smile” mark to create a fresh and vibrant look for the product. [With new marketing testing, reports indicated that demand for the Joe Froyo product had exceeded supply.]
After the initial re-brand launch, we continued to strategically partner with the Joe Froyo CEO and head of R&D on marketing opportunities that would build product exposure and resource their team to pitch the JoeFroyo Beverage Program. We assisted with the look and launch of Joe Fuel by Joe Froyo and leveraged it as an RTDE recovery-specific product to start a SM influencer initiative and grow product exposure via brand recognition.
*Initial logo redesign and brand deliverables developed while Creative Director at VSG (designed exclusively by Margaret Denton). Work with client resumed independent of the agency after a 2 year non-compete period. After moving to California, JF moved on from partnering with DE where the JoeFroyo product eventually diversified, dropped their RTDE division and stopped production all-together.
