Client objective
Nübe set out to turn frozen yogurt into a light, contemporary, more grown-up experience. The brand had to feel soft and enjoyable without becoming childish or looking like a generic ice cream shop.
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Frozen yogurt · United States
Nübe
A soft, light, contemporary identity that turns frozen yogurt into a distinctive branded experience.
The strategy
A conceptual decision behind every shape, color, and application.
Brand decision
The curves and airiness of the product inspire the symbol and visual language. The umlaut makes the name distinctive, while purple, lavender, and coral organize flavors, sizes, and applications.
System and outcome
The identity stays consistent across cups, tubs, bags, carriers, and point of sale. It is ready for promotions, new locations, and a recognizable counter experience.
- Naming
- Identity
- Packaging
- Art direction
- Space
Designed for production
The brand continues when the product leaves through the door.
Every format belongs to one system: clear hierarchy, purposeful surfaces, and a consistent presence across counter service, delivery, and social media.