canteen
The canteen is ... a gathering place ... a space for play ... a place to celebrate family.
Pinkberry was inspired by the mom-and-pop yogurt shops in Italy. In Los Angeles, the brand introduced their product, a tart-flavored frozen yogurt, with a sleek design approach that attracted a youthful crowd and celebrities. Pinkberry was a “designer dessert.� However, in the growing landscape of specialized dessert and yogurt shops, Pinkberry needs to rekindle its spark. The brand can become more than just another yogurt shop and set itself apart by going back to its roots and emphasize familyfriendly values by adding warmth, play, and community to their locations.
PI NKB ERRY CV S
Past and Present Pinkberry
Behnia and Angela 1
Where's Mommy?
Opportunities for Play
Pinkberry, there’s not really a designated space for younger children. Tables and chairs are built for an older age group (ages around nine or ten). By introducing children-friendly elements to the environment (seating, menus, games) Pinkbery can become a place where kids want their parents to take them to.
still use a minimal approach, but sometimes the container itself can become a canvas for content and design that is more playful or informative. The stores are designed with bursts of color, but the packaging have stayed the same white cardboard cups with very minimal branding.
is to the mommy? When families bring youngWhere children The current brand extensions of packaging
PI NKB ERRY CV S
Research and Insights
A Humble Abode
The first Pinkberry location boasted Philippe Starck and Le Klint products and sleek interior design. As those trends faded and more yogurt shops pop up with the same look and feel, the branded Pinkberry spaces would benefit from a look that appears less generic and perhaps introduces more of a homely, warm, and welcoming feeling.
Behnia and Angela 2
Mission
We want to provide a humble and warm space that offers fresh, high-quality desserts and a friendly experience that engages families, both children and adults.
PI NKB ERRY CV S
Research and Insights
Objective and Audience
Leverage the brand’s popularity amongst a broad demographic to make it a brand that stands for reliable freshness, community, and play. The targeted audience are families (primarily young children from the ages five and up; parents in their late 20s to early 40s.)
Values
Comfort and play. We believe in creating environments that nurture a sense of community and connection, for families and individuals. Reliable freshness. Pinkberry aims to serve its unique frozen yogurt with fresh ingredients to encourage healthy eating and living. Celebration of family. We believe in meaningful relationships; for families as well as the Pinkberry family and the communities we collaborate with.
Behnia and Angela 3
strategy one
pop-up canteen
objective. To involve and collaborate with the local community and inspire a healthy lifestyle. PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
Behnia and Angela 4
strategy one
pop-up canteen
fresh fare
PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
community and collaboration
awareness
Behnia and Angela 5
strategy one
pop-up canteen Los Angeles has established a vibrant farmer's market community. Most operate on a weekly basis. "Pinkberry Pop-up" is a collaboration between farmer's market vendors and Pinkberry. The pop-up experience begins with customers picking up a cup of their favorite flavor of Pinkberry and taking their cup around the market for toppings. Vendors will be given a small Pinkberry sticker to show that they are partnered.
objective. To involve and collaborate with the local community and inspire a healthy lifestyle. PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
Behnia and Angela 6
pinkberry canteen pop-up vendor stickers PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
Behnia and Angela 7
front
back
pinkberry canteen cart and packaging PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
Behnia and Angela 8
map of farmer's market PI NKB ERRY CV S
Strategy 1. Pop-Up Canteen
Behnia and Angela 9
strategy two
pinkberryland
objective. Create a space for families that encourages play and quality time. PI NKB ERRY CV S
Strategy 2. Pinkberryland
Behnia and Angela 10
strategy three
pinkberryland
familiarity
PI NKB ERRY CV S
Strategy 2. Pinkberryland
quality time
play
Behnia and Angela 11
strategy three
pinkberryland Pinkberryland is a riff off of the classic American board game, Candyland. Using the playfulness and delight of games, the idea of Pinkberryland is to bring familiar toys and games to locations to foster a sense of family time.
objective. Create a space for families that encourages play and quality time. PI NKB ERRY CV S
Strategy 2. Pinkberryland
Behnia and Angela 12
go back one
miss a turn
1
Roll the dice.
jump one
2
go back two
PI NKB ERRY CV S
Strategy 2. Pinkberryland
Ask a question. 3
Move forward if the answer is correct!
Behnia and Angela 13
strategy two
pinkberry canteen
objective. Create an engaging and warm environment for both adults and children. PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
Behnia and Angela 14
strategy two
pinkberry canteen
shared space
PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
welcoming
play
Behnia and Angela 15
strategy two
pinkberry canteen Canteens are like cafeterias. The idea behind this strategy is to give customers the feeling of being in a summer camp canteen; a place that serves food along with a bit of recreation. A Pinkberry canteen seeks to create a space that feels warm and welcoming elements such as integrated seating arrangements so that families can enjoy their dessert and spend time together in a comforting environment.
objective. Create an engaging and warm environment for both adults and children. PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
Behnia and Angela 16
pinkberry canteen entrance wall PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
Behnia and Angela 19
pinkberry canteen interior PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
Behnia and Angela 17
pinkberry canteen interior PI NKB ERRY CV S
Strategy 3. Pinkberry Canteen
Behnia and Angela 18
Thank You