totalcontent thoroughly enjoyed its first experience working with London design agency Felt. The task was to launch Bee Me, a new frozen yogurt/smoothie franchise, which opened it’s first outlet in Portobello Road a couple of weeks ago.Creating the tone of voice for a start-up, particularly one that treads ever-so-slightly on the toes of one of the most celebrated brands of recent years was demanding, but we hope that our efforts measured up. It also quickly transpired that every name you could possibly think of for a berry or mango drink was already taken, so we had to rustle up fresh ways of approaching the menu naming. We were quite chuffed with ‘Bumble Berry’ and ‘Get Up and Glow’, as well as the overall strapline we came up with, ‘an appetite for living’. Apart from that, we worked on a series of articulations, which put across the brand’s healthy credentials and the idea that it’s important to find a bit of time for yourself. The work was picked up by Design Week and featured alongside a piece on Design Studio, who we’re also currently collaborating with.