Chobani Tastefully Combines Food and Art with Bold New Packaging Designs

• 2, Apr, 2018
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Notice anything that catches your attention in your grocery store’s dairy aisle? With so many brands having delved into the Greek yogurt market sector over the last few years it is becoming an increasingly competitive and saturated arena for all those involved. With sales petering out and starting to decline Chobani, which is the U.S.’s No. 1 yogurt brand, has completely revamped their look in order to attract customers in such a volatile segment. The results give Chobani a distinct look that evokes the natural wholesomeness of the products its offering all while give that extra “pop” to gain customer attention.

Off-white backgrounds, brown text and painted fruit are in, contemporary typefaces and plain images of fruit are out. Inspired by 19th-American folk art, Chobani’s new packaging is vivid and looks as if it had been hand-painted with its water-color like brush strokes and saturated colors. Typeface used on the packaging is more organic-looking with the use of serifs, softer lettering and an emphasize on lower-case letters. It”s a complete 180 from their old imagery which like many other brands of yogurt feature crisp images of fruit atop a white background with monochromatic text and a plain foil top.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Looking deeper, it’s understanding to see why Chobani to go with a more “natural” look. Having food imagery that looks too perfect can feel “plastic” and not real. The imperfect, earthy and organic drawings on the packaging give the fruit a feel of natural, unaltered goodness that is part of their re-branding efforts.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chobani took a bold, artistic approach with their new packaging that has already gotten my attention when browsing for yogurt cups. Hopefully, their approach towards repositioning themselves as a brand-leader will connect and pay-off with consumers. I sure hope it does! Check out more amazingly delectable images of Chobani’s branding efforts here.