Chobani Unveils New Look
Chobani unveiled a major brand evolution to celebrate the 10th anniversary of its move to national distribution in 2008. The company evolved its visual identity with a new wordmark and packaging design, and also is rolling out some new products regionally.
"We make yogurt, but our business is wellness — for the fans who enjoy our products to the communities we operate in," said Peter McGuinness, chief marketing and commercial officer.
"We spent the past 10 years focusing on the impact our company can and does have on communities across America, using food as a force for good. That's framing how we're looking at the next decade, and our new packaging is the first glimpse into that," McGuinness explained. "It's a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company."
Chobani's vision to make universal wellness happen sooner builds on the company's founding mission to provide better food for more people. Specific areas of "wellness investment" include:
- Nutritional wellness: Scaling efforts to provide better food for more people.
- Social wellness: Increasing investment in the communities it serves as well as employees and partners.
- Environmental wellness: Building a supply chain that ensures the planet's health.
To bring this vision to life for consumers, Chobani is evolving the brand's creative expression — Fighting for Happily Ever After — which is shaping everything from the brand's packaging, website and campaigns to its cafes.
Chobani's in-house creative team spent more than a year developing the new look and feel, which aims to differentiate the brand at shelf while reflecting the value of the company.
The new creative will be supported by an integrated campaign encompassing online video, shopper marketing, social and PR programs. The brand is planning a major 10th anniversary commemoration for February 2018 that will include activations for fans and initiatives focused on strengthening communities.
Beginning in December, Chobani will roll out its first-ever regional offering: Chobani with a Hint Of — a simply crafted, blended line of Greek yogurt made with only natural ingredients, hand-selected varietal real fruits and spices for flavor with sweetness. Priced at $1.49 for a 5.3-ounce cup, A Hint Of will be available first in Pacific, Northeast and Florida markets and will expand nationally next July.
Chobani is also expanding its offerings across existing product platforms.