yogurt branding

Sweet Scoops

A joyful rebrand for an indulgent frozen yogurt

The Overview

Meet the creamiest, most ridiculously indulgent frozen yogurt on the planet.

In 1997, The Murray’s started churning out small-batch ice cream and frozen yogurt in their garage in historic Salem, Massachusetts. Many years and brain freezes later their natural frozen yogurts, which are half the fat and a third less calories than ice cream, started slipping in sales. With hormone-free milk and cream from happy, sociable cows in Pennsylvania, top notch artisanal ingredients and fresh fruit from New England, this company deserved better.

Motto was asked to overhaul the brand from the ground up and help move Sweet Scoops successfully into its next chapter on shelf.

Brand Strategy
Brand Identity
Inspire Joy
CSS Award

I. Challenge

Before the rebrand, sales had plateaued and the brand left stifled. Sweet Scoops hired Motto to give the identity, packaging, and website an overhaul.

In a category filled with stiff competition, Sweet Scoops faced new competitive forces which pressured them to make some changes. Every company faced with this challenge has two viable options: 1) cling onto the “old way” that got you into this mess, or 2) rebrand your company with a new vision and image, and start to rebuild. Sweet Scoops’ branding had been largely untouched for many years, and it looked dangerously behind the times. It also lacked personality and a visual edge in the frozen isle. We needed to refresh the packaging and give the brand a new life on shelf.

II. Strategy

A successful rebranding demands a vision that inspires customers, retail partners, and employees to embrace the new brand.

We understood whatever we did had to serve as a true leap forward for their business. We did a deep dive on the heritage of the company, the story of the brand, what the journey had been, and what needed to change. We conducted a leadership workshop, and used the learnings from that workshop to articulate what made Sweet Scoops different. We pushed them above features and benefits and focused on a more noble cause for the brand to embody.

III. Packaging

If there was one word that inspired our design direction for the packaging, it was “Joy”.

We reimagined the packaging design with the consumer in mind, and created everything to spark joy. We advised Sweet Scoops to not play it safe with the usual motifs like cows and ingredient photography. Instead, we reduce their brand elements to vibrant colors, iconic graphics, interesting typography, and clever copywriting so it stood out in the frozen dessert section. If it doesn’t make you smile, nothing will.

“We couldn’t be prouder of what Motto has created for us and cannot thank them enough for so expertly guiding us through the rebranding process. They have given us a beautiful gift and cohesive foundation from which to grow.“

Brigid Murray CEO, Sweet Scoops

Work With Motto