• 03.30.09

Pinkberry’s Secret Recipe to Overnight Branding Success


Santosa wasn’t always the Queen of FroYo. She worked for years in motion graphics at Yu+Co, on a team that designed the opening titles for Desperate Housewives and Ugly Betty. But Santosa (who everyone just calls “Yo”) was also “obsessed” with branding, namely Apple. When she found out she had the same birthday as Steve Jobs, that got her thinking she might have a higher calling.


The fans loved it, obviously, so Santosa proposed creating the Pinkberry Groupie, equating Pinkberry to a rock star. Her choice to describe the yogurt as “Swirly Goodness” represented a more fun way to  communicate what exactly was happening inside. They even have Groupie events where hard core fans get free Pinkberry for five hours to create masterpieces out of their yogurt (cue yogurt snowmen and Christmas trees). Pinkberry’s story is so legendary, Santosa actually created supergraphics for some of the stores that show its history in visuals. Santosa’s site has more about the Pinkberry case study.