Chobani are forever focused on creating food that is natural, nutritious, accessible and always delicious. But with existing no added sugar yogurts formulated with artificial sweeteners leaving a strong aftertaste, Chobani took up the challenge to not only create a yogurt that was naturally low in sugar but also offered the tasty creamy texture we’ve come to love from Chobani. Off the back of creating their consumer brand strategy we were asked to help create the packaging design to communicate it all.

The Solution

Chobani’s brand is distinctive and recognisable. Their notable rebrand captured a cultural moment that embraced the nostalgia and warmth people were unwittingly seeking from brands. When tasked with creating a new sub-range, our initial focus was to ensure we only added and enhanced the brand, never diluting the equity and positive reception the brand and its team had worked hard to build. This involved being precious in the how the Chobani marque was treated in line with the rest of the portfolio, how the house font was considerately used to reform a new hierarchy of communication that called out the no sugar added attribute and embraced existing fruit illustrations into a new composition.