ROLE
Brand Strategy
Market Research
Visual Identity Design
TIMELINE
5 Weeks
November 2025
TOOLS
Adobe Creative Cloud
Figma
Procreate
Defrosting Menchie's: A Rebrand
U OVERVIEW
Context
This student project reimagines Menchie's Frozen Yogurt, a family friendly dessert franchise whose playful visual identity had begun to feel outdated. The redesign refreshes the brand through a modernized logo, updated packaging, and a cohesive campaign strategy, while preserving the warmth, joy, and sense of familiarity that define the Menchie’s experience.
U BRAND ANALYSIS
A family friendly brand built around joy and connection
Menchie’s target demographic is families, children, teens, and young adults—anyone who enjoys sweet treats in a cheerful social environment. Frozen yoghurt is popular for casual outings, social gatherings, and family-friendly occasions.
Competitor Analysis
To understand the current industry, I compared Menchie's to competitor brands that appealed to the target demographic I identified.
I analyzed Menchie’s two main competitors, Yogen Fruz and Yogurtys, with a particular focus on Yogen Fruz. Yogen Fruz has a strong, minimalist brand identity, with clean packaging that aligns well with the “clean girl” aesthetic popular among teens and young adults. It also maintains a clear and recognizable visual system, and actively engages audiences through Instagram Reels and trend-based content.
U THE PROBLEM
Outdated and Illegible
Menchie’s target demographic is families, children, teens, and young adults—anyone who enjoys sweet treats in a cheerful social environment. Frozen yoghurt is popular for casual outings, social gatherings, and family-friendly occasions.
U PROBLEM STATEMENT
How might we reimagine Menchie's brand identity to connect with both nostalgic families and a new generation of teens while keeping its playful spirit?
U SOLUTION
Final Design and Mockups
Menchie’s target demographic is families, children, teens, and young adults—anyone who enjoys sweet treats in a cheerful social environment. Frozen yoghurt is popular for casual outings, social gatherings, and family-friendly occasions.
U REFLECTION