ProYo, Santa Barbara, Calif., unveiled a rebranding of its name to Swell Ice Cream.

After conducting an in-depth consumer study, the company learned two things were keeping it from connecting to frequent category shoppers—the ProYo name and its packaging. Some consumers were confused by the name ProYo, wondering if it was ice cream, frozen yogurt or a novelty. Others felt that the bold, black packaging and oversized protein callout on the front of the package resonated predominantly with men.

Swell Ice Cream’s new packaging features a clean, premium oceanic blue package with key points of differentiation like high protein, lower sugar and 120 calories per serving noted on front of pack. To meet demands for indulgent flavors with inclusions, each variety is communicated with a photographed, single delectable scoop and color-blocked, front-of-pack flavor names and lids.