Chobani debuted a decade ago. Its brand was staked on being organic and natural, and at that time it was the new comer to the yogurt space. Being organic, having a time honored traditional recipe and simplicity of ingredients were new ideas to the category but clearly differentiated Chobani from the leaders. It built trust with a consumer searching for more wholesome alternatives and in turn took over the category. However, markets are ever changing forcing brands to evolve to appeal to a consumer with an ever more sophisticated visual and health conscious vocabulary.
I was fortunate to be a part of the evolution of the brand, from a sleek upstart to a human and approachable segment leader with a brand reflecting a truer voice. Gone is the sleek and perfect, replaced by a tactile perspective, hand painted fruit artwork, natural and off-white palettes, with a modern and simple presentation – all celebrating the natural, its imperfections and its organic touch.
This digital product image system went on to empower brand design systems, experience development, digital marketing and e-commerce channels, and in turn driving a cohesive and strategic brand experience for the consumer.
