BerryWinkle is a self-serve frozen yogurt shop in Muncie, IN. This project is an identity system design complete with an updated primary and secondary logo, monogram variations, other lock-up variations, a street sign mockup, product mockups, a logo animation, and an identity standards manual. The concept for the logo encapsulates the self-serve experience at BerryWinkle: personal, yet social. Self-serve is a personal experience, while eating frozen yogurt with friends and family is social. The three berries above the wordmark represent three people. Each of the berries have a spoon sticking out of the top of the berry that resembles a stem.