Felt creates identity for frozen yoghurt start-up Bee Me

Bee Me was founded by two former investment bankers, who came up with a concept to sell frozen yoghurt, smoothies and juices. Felt co-founder Libby Milla says the brand is aimed at ’a slightly older demographic’ of people in their late 20s upwards, in order to differentiate itself from competitors including Snog and Crussh.

Felt was appointed towards the end of last year, having established a relationship with the Bee Me brand owners through another client. The consultancy was tasked with creating a name, brand positioning and retail environment for the company.

Copywriting was developed with Jim Davies of Total Content. Milla says the branding needed to ’reflect the awareness and need for healthy
living alongside the desire to have a little bit of time for yourself’.

She says this is encapsulated in the name, with the bee as ’a producer of natural food’ and the me referring to ’me time’. Bee Me has opened its first store, on Portobello Road, west London (sketch pictured), and aims to open three more stores in the UK next year, ahead of a possible
expansion into Europe.

Milla says Felt will continue to work with Bee Me on any expansion, and is also working on a bespoke winter-line product, which is currently under development. The consultancy’s new website for Bee Me is set to launch next month, says Milla.