Chobani
I worked as part of a team to create a visual identity for a Chobani brand campaign. We set out to imbue the brand with a rich visual language that was diverse and flexible yet coherent, and one where there was always evidence of humanity and warmth present.
We established a look and feel around the idea of “rebel optimism” and Chobani’s core belief of “good food for all.”
I was involved in all aspects of the project from the beginning including visual research and mood boarding to the design of the comprehensive 137-page brand toolkit deliverable. For each of the client meetings, we created a workshop-like feel to the spaces by covering the walls and tables with mood board images and photography as well as our design explorations in their various phases.
Role — Senior Designer, Illustrator (at Wieden+Kennedy)
Other Designers — Lea Loo, Paul Levy, Alex Sanchez, James Aloysius
Design Lead — Sue Murphy
Design Director — Guy Featherstone
Chobani Brand Campaign Visual Explorations
—Through the process, each member of the team created endless design studies that eventually helped to lead us to the final look and feel. During our exploration, I often focused on illustration, pattern, and graphic shapes.
Chobani Recipe Cards
— As an example of how the visual identity could translate into collateral pieces, I designed an accordian-fold booklet with perforated recipe cards.
Chobani Brand Toolkit
— At the end of the project, we gave the client an extensive brand toolkit as well as a large digital asset library that they could use for their brand campaign.
