Forzen yoghurt purveyor Yo-Chi has rebranded and repositioned via Born following the Surry Hills-based agency winning the account in March.
“Yo-Chi was a vibes business. And we say that with love. They cared about everything – anti-plastic, saving dolphins, puppies, climate action – you name it. But in caring about everything, their story had become vague and scattered,” explained David Coupland, Born co-founder and strategy boss.
“Their heart was always in the right place, but their story lacked coherence. Customers didn’t really know what Yo-Chi stood for, beyond being a fun frozen yoghurt brand that sponsored a lot of good causes.
“We applied Narrative Theory to help find the through-line. Narrative Theory is our proprietary framework for building brand stories that aren’t just campaigns, but operating systems. It allowed us to dig beneath the surface of “good vibes” and uncover the single belief that could organise everything Yo-Chi did: small actions add up to big change. From supply chain improvements to community spaces to environmental partnerships, positive action is contagious.
“So we positioned them as The Positive Action Company. A company that doesn’t just sell frozen yoghurt, but inspires its communities to do one good thing after another. This gave Yo-Chi a clear organising idea that could stretch across everything: store design, partnerships, communications, even staff culture. It meant they didn’t have to choose between puppies or plastics – they could own the broader behaviour of taking positive action, in any form.
“The repositioning gave Yo-Chi focus and consistency. It allowed them to mature into a brand that felt purposeful. It aligned their values with growth. And most importantly, it gave them a reason to show up in culture beyond ‘froyo’.
“As part of this work we refreshed their brand. Not just cosmetically, but creating a unified new brand system designed for international rollout and internal adoption that aligned with the Positive Action Company. We built a comprehensive brand guidelines that their teams around the world could use. And the PAC positioning (Positive Action Company) didn’t just live in a deck, but in daily behaviour. We’ve helped Yo-Chi grow up. While they still have the heart and the fun that made them special, they now have the tools and clarity to scale with purpose.”
