When Chobani undertook its comprehensive brand redesign in 2017, it wasn't just changing its packaging—it was rewriting the rules of how food brands connect with modern consumers. What was particularly noteworthy about this brand repositioning was its timing; rather than waiting for its competitors to catch up and force their hand, Chobani took the initiative to leverage its success while it remained the leader of the industry.

“Most people do this when they’ve fallen behind or fallen out of relevance, so they tend to rebrand from a position of weakness which I think causes some hastily-made decisions or for people to not achieve what they could have from a position of confidence.”
— Leland Maschmeyer, Chief Creative Officer

Chobani’s product photography [Credit]

So how did Chobani reinvent itself?

As Chobani pivoted into the broader wellness food industry, it needed to convey to consumers that Chobani is no longer just a company that sells Greek yogurt. The redesign needed to be inclusive of their new products such as oat milk and probiotic drinks, while keeping close to the company’s core values of offering accessible, nutritious food to everyone.

A source of inspiration was the warm yet vivid folk art illustrations from the 19th century, bringing a balance of tradition and modernity to Chobani’s redesign. Here are some key changes Chobani made in its rebranding to differentiate itself from its competitors:

1. 🫐 Packaging: the previously glossy, almost sterile white was replaced by a warm and matte off-white. The new packaging feels more approachable to consumers and stands out in the grocery aisle against other products.
2. 🍑 Typography: unlike its previous typeface which looked modern and digital, Chobani employed a new typeface featuring a softer, more organic feel that better aligns with Chobani’s mission.
3. 🍒 Color Palette: earthy colors such as warm brown and dark green emphasize Chobani’s core values of simplicity and nature.
4. 🍋 Deliberate Imperfection: a more natural, hand-drawn illustration of fruits with imperfections signals to consumers that Chobani’s ingredients are real/organic, and thus nutritious and safe to consume—particularly appealing to consumers who are health conscious.

Left: Chobani’s old packaging design; Right: Chobani’s new packaging design [Credit]

By controlling for all these factors, Chobani has crafted an intimate visual experience for its consumers and successfully reaffirms the company mission and values in its rebranding campaign. Today, Chobani's design influence can be seen across the food industry as more and more brands embrace authentic imagery and natural color palettes.

Further Reading & Sources

https://www.patiadanza.com/chobani