UGO has grown from a single Freshbar into a comprehensive network with more than 60 locations across the Czech Republic and Slovakia. And it’s been quite a journey.
A young brand with a fresh vision and zero media visibility. What to do? We took a guerrilla marketing approach to introduce customers to UGO and its values.
And so the interactive game UGOmat was created, which made its debut at the very first edition of the Marketing Festival.
With the acquisition of competitor Mangaloo and the expansion of the product range to include salads and other food offerings, the original brand name, UGOVA Fresh Juice, was no longer sufficient. It suddenly had to cover two segments – Salaterie and Freshbars.
We unified the name to the simpler and stronger UGO so that it would function as a cohesive whole across all channels.
This move proved to be the right one both internally and in the eyes of customers. According to a 2018 KPMG survey, UGO ranked 13th overall and 2nd in the Restaurants and Fast Food category.
Along with the rebranding, we also undertook a redesign of our locations.
As part of the rebranding, we simplified the color scheme, unified the interior design, and created a consistent space that supports a unified customer experience. We also photographed the new menu boards.
The rebranding earned first place in the prestigious Duhový paprsek competition in the Indoor Advertising category.
UGO was growing at a rapid pace. And with that growth came the need to unify its communications and establish a clear strategy. That’s why UGO reached out to us again.
You can read more in the case studies about the new communication concept “Life in Balance” or about how the “Balance Tastes Great” campaign came to be with nutrition specialist Petr Havlíček.
A strong brand isn’t built overnight – it takes time, smart strategies, and consistency. And we’re thrilled to be part of a story we’ve helped write from the very beginning.
