MOYO Frozen Yogurt

is currently the number one brand in terms of both revenue and name recognition in Mexico. When MOYO first offered me a job as a brand image promoter, the frozen yogurt market was already sharply growing in Mexico and several competitors were trying to position themselves with similar concepts and names. My diagnosis was that in order for MOYO to succeed in this highly competitive market, it needed to develop its unique brand image and story. I then focused on creating an icon that stimulates imagination and curiosity. This is how Yeti (Bigfoot) took the center stage. Yeti has been heard by everyone yet no one has seen it. No one can really explain how they are able to survive in the cold mountains, yet many believe they are real. In contrary, I imagined them living in a peaceful and secret village like the Smurfs, enjoying bountiful fruits and wild berries from the secret orchard, and this is how MOYO Frozen Yogurt’s design was born.