For a premium frozen yogurt startup Tenzing created the brand name and all of the design and marketing materials. Cone Kings entered a market that was in its infancy, where crazy toppings on dull frozen yogurt was the norm. Cone Kings positioned itself as a little luxury: made with the finest Italian ingredients and no nasties or unnatural additives. The extra dose of probiotics, calcium and low-fat contents made it "deliciously beneficial for your body". It came with the warning that you might never want to eat ice cream again.