The ambition was for Snog to become a market leader in the frozen yoghurt sector; this required a brand with a personality that could talk directly to a core audience that was young, urban, and predominately female. The name gave the brand an incredibly important asset – a unique tone of voice. Bright pop colours, bold typographic treatment and commissioned illustrations helped gain the brand cult status.
The challenge of selling a frozen product in a cold climate 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, and has recently attracted multi-million pound investment from Unilever.