TruJoy Frozen Yogurt

Research, Brand Identity, Design

It Has Legs helped this start-up yogurt brand go to market with a complete brand identity, strategy, packaging, and more. 

Background

TruJoy’s founder had a recipe and a vision but needed a dynamic team to help him go to market. We collaborated with him to analyze the market and create the TruJoy brand vision, purpose, and identity.

Challenge

Frozen yogurt is a crowded and super-competitive market, and TruJoy needed to cut through a lot of clutter to gain traction. Because direct-to-consumer options are complex for frozen foods, we needed to focus on a strategy to help the brand get into freezers in stores … fast.

Our Approach

We began with a rapid immersion research phase, applying the product vision to the realities of the market. With a framework for mission, vision, and values, we created a representative brand identity and go-to-market strategy.