I Heart Yogurt Branding by Sabet Brands!

[Ali Sabet]

Creating a brand is a difficult task, creating a “Lovemark” is even harder.
“As Saatchi And Saatchi explains it; Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there similarities end. Lovemarks reach your heart as well as your mind, creating an intimate emotional connection that you just can’t live without. Ever. Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go. Put simply, Lovemarks inspire Loyalty Beyond Reason”
Obviously creating a Lovemark goes beyond a wonderful name and identity. At the very core of the Lovemark is simple respect. With-out respect, all you have is a brand. People can live with-out your brand, but a Lovemark is something they can’t let go of.
While creating I HEART YOGURT we focused on building an underlying culture and foundation that will brew respect in the heart and mind of our customers. Focusing on originality in a saturated market, and only using the best products was just one of the first ingredients. Building the three major intangible cores was a bit harder - Mystery, Sensuality and intimacy. These are experiences that will show themselves only when the doors open. It’s the only way the founder could imagine it.
The experience. Once you enter an IHY™ boutique, all your senses will be buzzing with pure goodness. From the beautiful and modern interior design, to the wonderful cups kissed with the IHY™ identity. Creating your own refreshing treat will be a wonderful experience and not just another transaction. You will enjoy your time there as if you were on a mini vacation. You’ll leave satisfied, and yet desiring more.
This is the promise of the Lovemark; I Heart Yogurt. A name that has Love built in. I feel very fortunate to have been part of this creative process and seeing an amazing concept come to life. I can’t wait ’till the first boutique opens it’s doors. I hope I’ll be the first in line!
Here are some of the Lovemark elements;