2017
CHOBANI
Tasked with revamping the packaging for their entire range—Flip, Fruit on the Bottom, you name it—I also got to design their Olympic sponsorship posters. Chobani had grown fast since launching in 2007, but their brand was all over the place, causing internal competition and a weak shelf game.
Packaging
Advertising
Art Direction
Social
Print
Animation
I jumped in to streamline and amplify what Chobani was all about. Following a mantra of "Simple, Consistent, Resonant, and Integrated," I aimed to make the brand more approachable. Packaging was the star of the show, just as Chobani's founder, Hamdi Ulukaya, wanted. Within weeks, I rolled out a refreshed packaging design that tackled everything except the kitchen sink. This wasn't just a facelift; it was about solving real market challenges and even introducing new products like Meze Dips and Drinks.
But I didn't stop at the surface. I also fine-tuned Chobani's internal processes to make sure everything from product development to hitting the retail shelves was seamless. Plus, I aligned the product messaging with their shopper marketing efforts, creating a unified brand voice.
The payoff? Huge growth, especially for the Flip line, which saw sales skyrocket by 400% in just half a year after the redesign. Major retailers couldn't get enough, cementing Chobani's spot as the yogurt kingpin by 2017. And shoutout to Laurence Dunmore for his killer filmmaking and photography that really brought the campaign to life.