Thought For Food & Son Revitalizes Elan Frozen Yogurt to Compete with National Brands.
Elan Frozen Yogurt, a beloved name in New England’s frozen dessert market, was once part of the renowned Brigham’s Ice Cream brand. Acquired by HP Hood in 2008, Elan sought to reclaim its place in the competitive frozen yogurt category, dominated by larger national players. Known for its premium quality and rich flavors, Elan needed a brand makeover that would modernize its image and appeal to a broader audience.
The Challenge: Repositioning a Regional Favorite
With its roots in Brigham’s Ice Cream’s storied history, Elan Frozen Yogurt was cherished in New England but lacked the modern branding needed to compete on a national stage. The challenge was clear:
- Redesign the packaging to align with evolving consumer preferences for premium and sophisticated products.
- Create a distinctive visual identity that would differentiate Elan from its competitors.
- Retain the brand’s heritage while appealing to new audiences across diverse retail markets.
Elan turned to Thought For Food & Son—a rising star in the food marketing industry—to lead this critical transformation. The collaboration was a milestone for Thought For Food & Son, as it marked one of the agency’s first major projects following its establishment in 2005.
The Solution: A Sophisticated Brand Transformation
Thought For Food & Son approached the project with a focus on elegance, refinement, and flavor-forward design to capture the premium essence of Elan Frozen Yogurt.
Key elements of the project included:
Packaging Redesign: European Elegance Meets Modern Sophistication
- The new packaging featured a sleek European-inspired aesthetic, blending clean lines with vibrant colors that highlighted the unique flavor profiles of each frozen yogurt.
- Flavor imagery took center stage, enticing consumers with visual cues that emphasized the indulgence and quality of Elan’s frozen yogurt.
- A minimalist yet elevated design approach ensured the packaging exuded elegance while standing out in the crowded frozen dessert aisle.
Brand Messaging: A Delectable Frozen Treat for Discerning Consumers
- Thought For Food & Son crafted messaging that positioned Elan as a luxurious frozen yogurt option that combined premium quality with irresistible flavor.
- Copy emphasized the brand’s commitment to delivering a guilt-free indulgence, appealing to health-conscious yet flavor-seeking consumers.
Strategic Market Positioning
- The new branding was designed to resonate with sophisticated, flavor-focused consumers, particularly those looking for a premium frozen dessert experience.
- Packaging elements were tailored to meet the demands of modern retail environments, ensuring that Elan would appeal to both loyal fans and new customers discovering the brand.
A Modern Identity for Retail Expansion
- The updated look helped Elan bridge the gap between its New England roots and its aspirations for national recognition.
- The design captured the essence of indulgence and sophistication, perfectly aligning with consumer trends favoring upscale frozen dessert options.
The Results: A Brand Ready to Compete Nationally
The revitalized Elan Frozen Yogurt brand achieved remarkable success in repositioning itself as a premium player in the frozen dessert category:
- Enhanced Shelf Appeal: The elegant packaging stood out in retail freezers, attracting attention and encouraging trial among consumers.
- Expanded Audience Reach: The sophisticated design resonated with health-conscious, premium-seeking customers, broadening the brand’s appeal beyond its regional base.
- Strengthened Retail Presence: Retailers embraced the new look, granting Elan increased shelf space and visibility.
- Reinforced Brand Legacy: The redesign honored the brand’s heritage while modernizing its identity to align with current consumer preferences.
Conclusion
The partnership between Elan Frozen Yogurt and Thought For Food & Son demonstrates how strategic branding and packaging design can transform a regional favorite into a competitive national contender. By blending modern sophistication with a focus on quality and flavor, Thought For Food & Son successfully positioned Elan Frozen Yogurt as a standout brand in the crowded frozen dessert market.
The Natural Choice for Food Companies
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Marlborough, MA 01752