OrangeCup had a very compelling vision and business model from which to launch a new and exciting concept in the natural frozen yogurt category. Their desire to build a national brand that reflected a fresh, hip and engaging experience across all brand channels was and is a driving force behind OrangCups' appeal. The need to articulate that vision through an integrated brand identity program and a unique consumer experience was paramount in making that dream a reality.

Orange Cup called on Range to help launch their brand at Dallas' prestigious NorthPark Mall in March 2008, with numerous other locations coming on-stream in the future. Working with Gensler Architects, Range helped define and map out a plan that would extend the distinctive retail experience to all areas of the brands expression. Range identified and developed a comprehensive brand identity program that included menu boards, posters, uniforms, consumer packaging, gift cards, retail collateral, consumer website, Orange is GreenTM recycling program, POS communications, direct marketing and additional promotional materials.

Success you can, taste. The launch of the OrangeCup brand and their highly engaging and distinctive retail locations have exceeded expectations. Stores sales have zoomed and the buzz is creating an enthusiastic following of OrangeCup regulars. Surrounded with ongoing enhancements and new flavors and topping additions, OrangeCup keeps their active culture coming back for more.