Turning robotic technology into an experience worth remembering.
Reis & Irvy’s
The robot was the attraction. The dessert was the reward. The experience was the brand.
When I joined Fresh Healthy Vending as Chief Marketing Officer, the company was exploring opportunities to expand its franchise model through emerging robotic technology.
One of those opportunities was Reis & Irvy's, an acquired frozen yogurt name with no established contemporary brand, consumer identity, or meaningful market presence.
My assignment was to build the concept into a recognizable consumer brand and compelling franchise opportunity. Starting with little more than a name and developing technology, I created the brand positioning, identity, customer experience, marketing communications, and franchise development strategy that would introduce Reis & Irvy's to the marketplace.
The technology was fascinating. A fully automated machine could prepare customized frozen yogurt while customers watched a robotic arm complete their order.
But novelty alone wasn't going to establish a viable business.
Reis & Irvy's needed to connect with three distinct audiences: consumers looking for an enjoyable experience, venue operators considering a new attraction, and prospective franchise owners seeking an appealing business opportunity.
The initial creative direction relied heavily on pictures of yogurt, toppings, and equipment. It explained what the machine did, but offered little reason to remember the brand behind it.
We needed to transform an unfamiliar name and developing technology into something consumers would want to experience, locations would want to host, and entrepreneurs would want to own.
The challenge wasn't simply introducing a new machine. It was creating a meaningful business and consumer experience around it.
The Challenge.
When innovation needed
a reason to matter.
Strategic Approach.
01 | Rediscover an experience.
The breakthrough came from an unexpected place: a childhood memory.
Growing up in Milwaukee, I remembered visiting the zoo with my father and watching a machine create a small molded wax animal. The finished souvenir wasn't particularly remarkable. But watching it being made, anticipating the result, and sharing the experience was unforgettable.
That memory returned as I observed children and families interacting with early Reis & Irvy's demonstrations.
The opportunity wasn't simply frozen yogurt made by a robot. It was the anticipation, wonder, and enjoyment of watching something being created just for you.
02 | Give the brand a heart.
I challenged the original product-focused direction and developed a more engaging, character-driven identity.
The concept evolved to include animated robotic personalities, expressive machine graphics, and the imaginative world of Planet Froyo.
These characters became part of the experience itself, entertaining customers while their desserts were prepared.
We weren't simply decorating equipment. We were creating an emotional connection that could make a brief purchase memorable.
03 | Connect the experience to an opportunity.
The consumer experience was only one side of the business.
Drawing on my previous franchise leadership experience, I developed a complementary marketing proposition for prospective owners centered on independence, flexibility, and the opportunity to build a business without operating a conventional staffed restaurant.
The robot could be working while the owner was elsewhere, although equipment servicing, location management, and operating responsibilities remained essential.
The strategic objective was to create two connected forms of demand: consumers who wanted the experience and entrepreneurs who wanted to bring that experience to market.
Creative Execution / Brand Rollout
A little imagination. A whole new world of possibilities.
Reis & Irvy's evolved from an undeveloped name into a complete branded consumer and franchise experience.
I led the development of its visual identity, messaging, machine graphics, packaging, consumer communications, franchise presentations, and promotional programs.
The creation of the Reis & Irvy's robotic characters and Planet Froyo brought a distinct personality to the experience. Animated content, colorful graphics, and playful interactions transformed the machine from a piece of vending equipment into something designed to entertain families and attract attention in high-traffic locations.
At the same time, I developed an extensive marketing and franchise acquisition program. This included approximately 30 radio commercials, national advertising, public relations, trade show presentations, promotional materials, and direct-response initiatives designed to generate interest from both consumers and franchise investors.
The brand's expansion also required a more comprehensive corporate architecture. As the organization evolved, I developed the GenerationNEXT Franchise Brands identity and related concepts, including 19 Degrees and GenerationNEXT Vending Robots.
With a remarkably small internal marketing team, I directed the creative and strategic work across these initiatives while also supporting franchise-owner marketing education and onboarding.
Key Applications
Brand positioning and identity development
Consumer experience and character creation
Planet Froyo concept and animation
Robotic kiosk graphics and packaging
Consumer advertising and promotional campaigns
Franchise development strategy and sales materials
National radio and direct-response marketing
Public relations and broadcast communications
Trade show and investor presentations
Franchise marketing training and support
Corporate brand architecture and sub-brand development
Outcome / Impact
More than a new product. An entirely new brand experience.
A BRAND BUILT FROM THE GROUND UP
An acquired name and developing technology evolved into a complete consumer-facing brand, with a distinctive identity, characters, communications, and experience designed to build recognition and emotional appeal.
NATIONAL AND INTERNATIONAL EXPOSURE
The concept attracted national media attention, commercial partnerships, celebrity involvement, and international franchise interest, extending the brand's visibility beyond its initial domestic market.
SIGNIFICANT FRANCHISE DEMAND
The launch generated substantial franchise interest, with more than 100 franchisees joining the network during its early expansion. During active national advertising, inbound franchise inquiries averaged approximately 200 per day based on internal experience.
A PLATFORM FOR FURTHER INNOVATION
The strategic and creative foundation supported the development of additional concepts and the broader GenerationNEXT brand architecture, while elements of the original Reis & Irvy's identity and experience continued beyond the original franchisor.