-7: Frozen Yogurt
Inspired by the playful and imaginative fantasies of video games, Minus Seven opened its first frozen yogurt shop in World Square in early 2024, bringing a unique twist to the sweet and satisfying dessert. With inventive flavours and endless customisation options, Minus Seven transforms a simple treat into an unforgettable experience. Here, customers can dive into a world of fun and flavour with every bite.
Within a year of successful trade, we bring to you its second store in Chatswood Westfield.
The Story Behind Minus Seven
The name Minus Seven is inspired by the perfect temperature for serving frozen yogurt: -7°C. This sweet spot not only ensures the ideal texture but also sets the stage for the brand’s creative identity. Taking cues from pixelated, retro video games, Minus Seven captures the nostalgia of childhood gaming while delivering a modern twist on frozen yogurt.
Frozen yogurt, like video games, is a beloved part of many childhood memories, and Minus Seven aims to combine the joy of both worlds. With a sleek yet playful design, the shop immerses visitors in a gaming-inspired environment where every detail—from bold fonts to pixelated accents—brings the concept to life.
Meet Yogo and Chomp: The Minus Seven Mascots
To amplify the fun, Minus Seven introduces a dynamic duo to its universe: Yogo and Chomp. Yogo is the shop’s spirited mascot, an enigmatic adventurer on a mission to escape the clutches of the mischievous Chomp. Chomp, the ultimate topping thief, is determined to hoard all the delicious toppings for himself.
Yogo’s mission is simple: defeat Chomp and spread the joy of frozen yogurt across Sydney. But there’s a catch—Yogo thrives at -7°C, making Sydney’s warm climate a challenging battleground. Customers become part of the adventure by piling on toppings to fuel Yogo’s energy, helping him navigate the shop and escape Chomp’s evil grasp. Every visit becomes a playful journey, making the experience just as delightful as the dessert itself.
A Unique Visual Identity
Minus Seven’s branding is a blend of modern gaming aesthetics and retro vibes. The primary font is clean and bold, while pixelated typography is strategically used to evoke nostalgic memories of classic games. Words like “Start” and “Level Up” bring playful gaming elements to the brand’s visual identity, creating an immersive and memorable experience. The store design mirrors this energy, inviting customers to step into a video game world where frozen yogurt is the ultimate reward.
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.
