Creating and naming the brand leader
The ambition was for Snog to become a market leader in the frozen yogurt sector; this required a brand with a personality that could talk directly to a young, urban, and predominately female audience. The name gave the brand an incredibly powerful asset – a unique tone of voice. Coupling this irreverent attitude and messaging with a pop colour palette, bold typographic treatment and commissioned illustrations helped Snog rapidly gain cult status.
Selling a frozen product in a cold climate is undoubtedly a challenge, and led to stores created around the theme of ‘endless summer’. Lighting designers Cinimod created unique retail spaces that are inviting and unashamedly fun. Social media was key to engaging a youthful audience and was a key part of the brand strategy. From a single store, Snog grew to 14 locations worldwide, soon attracting a multi-million pound investment from Unilever.