6th street yogurt , a brand guide for understanding of a brand serving frozen yogurt.

1. BRAND BOOK

2. CONTENTS
BACKGROUND
VISION &MISSION
LOGO AND INTERPRETATION
IMAGERY OF THE BRAND
APPEAL OF THE BRAND
TARGET AUDIENCE
NEED STATES
PRODUCT OFFERINGS
BRAND PRISM

3. VISION AND MISSION
VISION:
To build a community of Yogurt connoisseurs connected through the
brand
MISSION:
To enhance appeal of Frozen Yogurt to a wider audience and increase
consumption through product innovation

4. BACKGROUND
Launched in February 2012 with the only frozen yogurt store of South
Mumbai,6thStreetYogurt has emerged to be one of the most loved joints of its kind.
With its seven Locations in western Mumbai, the brand has been wowing yogurt and
fruit lovers in the city.
That said, the singular reason why it enjoys a loyal clientele is its eclectic variety of
over 24 toppings – everything from the exotic to the citrusy and its innovative flavours.
BRAND ESSENCE: Guilt free Indulgence

5. RATIONALE BEHIND THE NAME:
The name of the brand “6th Street” is derived from the famous entertainment city in
Austin Texas.
The brand aims at offering its patrons a Guilt free Indulgence in desserts.

6. LOGO AND INTERPRETATION
The pink plane layer below the black box serves as a mystic element. The forward
moving angle matches the attitude of the TG. The hidden layers at every touch point
make 6SY unexpected, imaginative, engaging and fun. The pink and black brand
colours reflect the indulgent and sinful attributes, while the maximum White reflects
the purity and genuineness of the brand.
Pink is the category colour and therefore the driving colour.
Black as a supportive colour as a sinful indulgence.

7. BRAND PERSONALITY
The brand needs to be perceived as classy, with attitude and wit. While being classy, it
should not be pretentious. It’s smooth talking girl, who has a witty sense of humor.

8. IMAGERY OF THE BRAND
HIGH PROFILE TRENDY COOL SOPHISTICATED INTERNATIONAL FASHIONABLE WITTY
HEALTHY FUN EXPRESSING

9. APPEAL OF THE BRAND
The bespoke eating
experience with
endless possibilities
Caters to all the taste-chocolate,
fruit, nuts,
dieters, low sweet lovers.
Trendy ,up market, status
oriented
Absolute guilt free
indulgence….

10. TARGET AUDIENCE
WOMEN(18-35)
The group is well affluent and economically balanced. They can
be working women or self employed. She likes indulgence and
might want to do so by satiating her sweet tooth, but whatever
it is she is also very conscious of her diet and its result on her
health. She is aware and well versed with international trends
and lifestyle.
YOUTH( 16-26) :The group is optimistic and ambitious with lots
of disposable cash. They are passionate about life and yet have
carefree demeanor. They are ingenious and wish to experiment
with the new things and hence it is the uniqueness in any brand
or product that attracts them. fashion and style are necessary
component in their entity.

11. CHILDREN(5-13)
72% of buying decision are influenced by children's. Studying in
private schools, they have plenty of disposable cash for their
temptations. They have more time for themselves to share with their
friends after schools or coaching's.
WORKING PROFESSIONALS(26& ABOVE)
The group is Ambitious and seek stability in life ,are very
conscious about social strata and what people perceive about
them they want to give 100% at work on weekdays and 100% to
family on weekends.

12. PSYCHOGRAPHIC
Impulsive
Party animal
physical orientation
USERS:
YOUTH- To be seen 6thStreetYogurt as a fun loving and a place to hangout .
KIDS- Child friendly Toppings/Flavours and happening ambience.
YOUNG – 6thStreetYogurt offerings as a low calorie & diet conscious.

13. BEHAVIOURAL
USER STATUS:
First time user- who are aware of desserts and belonging category and looking for
new taste and preferences.
Regular user- consumers of frozen yogurt.
Potential user-should have commenced once in past 15 days can be consumer of
Cocoberry, Yogurtbay,Froyo or 6thStreetYogurt.

14. BENEFIT:
Functional Benefit: Variety of flavors & unique toppings
Emotional benefits: Guilt free indulgence in temptations

15. NEED STATES
FUN &ENJOYMENT RELATIONSHIP PERSONAL WELFARE
HANGOUT INTIMACY & BONDING INDULGENCE
FAMILY EXPRESS OF PARENTAL PEACE & RELAXATION
CELEBRATIONS LOVE MOOD CHANGER

16. KEY EMERGING NEEDS:
INDIVIDUALITY
Bespoke
Choices as per individual preference
Unique eat experience for each person
STATUS
Exclusive
Trendy
Niche
International
Show off value
FREEDOM
Freedom from calories
Free to make a distinct choice
Freedom

17. PRODUCT OFFERINGS
Frozen Yogurt
Waffles
Smoothies
Toppings (24)

18. BRAND PRISM:
PHYSIQUE
Fresh & pure
Path towards indulgence
Colours: pink(relaxation) white(purity)
Black(guilt free indulgence)
Fat free
PERSONALITY
Experiencers
Innovative
Updated
fashionable
REFLECTION CULTURE
Health conscious
Playful
Top level
Happening
Texas, entertainment city
Expertise
Heritage
youthfulness
RELATIONSHIP
Affinity
Conviviality
Pleasure of savoring
friendship
SELF IMAGE
Cosmopolitan
Connoisseur
Trendy
Witty
Change driver

19. THANKS