Chobani

MY ROLE:
Brand Strategy
Creative Direction

I led the team of package designers, structural designers, and brand strategists chosen to launch Chobani yogurt. At the time, Greek yogurt was virtually unknown among US consumers. For this reason, my team argued that it was more important to effectively communicate the general health benefits of Greek yogurt, and Chobani’s particular points of appeal (i.e., its low-fat, creamy texture, and category-defying flavors), rather than merely emphasizing its Greek heritage (Doric columns, toga-clad figures, etc.). The brand was an instant hit, and the rest is history. Chobani's success spawned the birth of a category brimming with copycat brands, and product extensions into other food forms.