Minus Seven
A new frozen yogurt shop in Sydney. Inspired by the playful and imaginative fantasies of video games, Minus Seven is putting its spin on the sweet and satisfying dessert. Their inventive flavors offer an endless world of possibilities to their customers. In their shop, customers can experience both simultaneously with every bite.
The digital world was taking off, exploding with new developments and some of the earliest video games of our childhood. Same as Frozen yogurt, it is a nostalgic and beloved dessert for many of us. And, Minus Seven is Inspired by the pixel-style video games of the past, they're bursting into Sydney with a modern take on this classic favorite. They're revitalizing the purity of childhood happiness, giving us a taste of our past in the sweetest way.
Minus Seven is an energetic, modern, playful, imaginative, and memorable brand, where they wants their customers to immerse in a game world once they enter the store. The name Minus Seven is inspired by the best temperature for a frozen yogurt which is minus seven degrees celcius. To create a modern gaming style we incorporated a simple bold font with pixelated text on some words, besides, to create a touch of old vibes game, we used a pixelated font as the secondary font but only for words that are related to the game, such as start.
To make this brand more playful, we created a mascot called “Yogo”. An enigmatic character trying to escape from the evil clutches of the Chomp. Chomp is trying to captureYogo and hoard all the toppings for himself. Yogo’s mission is simple; he needs to defeat Chomp to continue spreading the joy of frozen yogurt.
As Yogo’s optimal temperature for the battle is -7°C, the climate of Sydney is too warm for him! Our mission as customers is to assist in Yogo’s escape. To give him more energy and strength, customers need to pile on their toppings and successfully travel through the store, transporting Yogo outside of the clutches of the evil enemies.
As Minus Seven is a new brand in Australia, we’re also work closely with the marketing team to create a social media and also websites to make people easier to access it. We’re focusing on the uniqueness of the brand which is all the yogurt flavour and also the mascot animation. Not to forget, we always keep the pixelated and gaming atmosphere through the content’s language and also the use of the fonts across all social media.
Minus Seven World Square
As the brand’s concept is about a nostalgic game world, we want to bring a unique, playful, and imaginative place. To incorporate those styles into the place, we decided to use a combination of neon lighting, glass, metal, and stainless steel as the main materials. Fluted glass is being used at the front of the store, combined with graphic elements with LED light to give a blurry and pixelated feel. In the middle of the seating area, we incorporated a transparent LED screen with the mascot animation to let the customers mesmerized into a game world, as well as become a memorable and iconic space of Minus Seven.
