Being the first in a category doesn’t guarantee you’ll always be the top performer. You’ll recall TCBY from your childhood years in the 80’s as an ice cream alternative that didn’t make much sense. It’s yogurt, a healthier ice cream you were told, but that sort of logic simply didn’t compute. “Why is there an alternative to ice cream?” you wondered. Fast forward a few decades and the yogurt craze caught on, but regionally and locally, and TCBY, aka “The country’s best yogurt” was left behind. Struck/Axiom was hired to help make TCBY a factor in the yogurt game again and they certainly gave them a boost. They reimagined the logo to bring it out of the Microsoft Word logo of past years. The result is a sleeker and leaner logo that still claims the best in the country moniker. Struck also redesigned their interiors and helped establish TCBY’s first self-serve concept store. Struck preserved TCBY’s healthy roots with a more cutting-edge and competitive branding presence to compete in a market that is much more crowded than when the yogurt chain began back in 1981.