I recently had my long awaited visit to Snog in Soho. I remember a few months ago seeing the shop in Covent Garden bordered up with a massive vibrant pink poster quoting "Tell us about your first snog...” I was immediately intrigued by this fresh attitude to branding and it was the first time I had ever even heard of Snog Frozen Yogurt. I logged on to the website when I got home and I made sure that I would visit one of the Snog bars on my next visit back to London.
The interior of the place is enchantingly amazing. The bubbly lights in the ceiling really set a cool and urban mood. The 'green grass' floor and white stools reminded me of the 'grass studio' in the School of Design at Leeds University.
Although the interior design (Cinimod Studio) is definitely the main attraction of Snog, I reckon that the Snog identity plays a very significant part in the 'hype' for a 'Snog'.
The campaigns for Snog are so successful because the vibrant colours just hit you when you first take a glance and tempts you to engage with the cheeky concept behind the branding. The concept of using 'snogging' as a means to get people to have a frozen yogurt is very clever, as anyone walking past a big slogan like "Fancy a snog?" will most definitely stop to find out what is being advertised. It's kind of like using a shock factor, but of course in a very mild sense.
This is by far one of the best methods of branding and promotion I have come across. An exciting colour palette, quirky typography and an eccentric concept.
