Chobani Brand Campaign
— I worked as part of a team to create a visual identity for a Chobani advertising 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: Designer, Illustrator
Other Designers: Lea Loo, Paul Levy, Alex Sanchez, James Aloysius
Design Lead: Sue Murphy
Design Director: Guy Featherstone
![](https://freight.cargo.site/t/original/i/960c4b05e7f430afe0c17a8e91ebebc85d15a53fb897ec2bd13d1b1f76eb1747/CHO_Containers.jpg)
![](https://freight.cargo.site/t/original/i/7fe01e94a61be48c6a450e06cdf53b13e406613560d8f7f6999dcc1e3cc1c9f8/CHO_Room_1.jpg)
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.
![](https://freight.cargo.site/t/original/i/3864d7ca4af18908577f00508f65d2622c137bcb78967f9a7fd057f47b3cae3b/ChobaniSketches_Fruits.jpg)
![](https://freight.cargo.site/t/original/i/a7f7a07a70b11e42960bb9e396b3ed292b98a7e187147a3b07fe096f777f7d70/SH38.jpg)
![](https://freight.cargo.site/t/original/i/0acd29a7d2d51f0ccc6d4df30442b21f5d7e757b25194d74cd0e869c5069aeac/SH18.jpg)
![](https://freight.cargo.site/t/original/i/0bdc12adad68888356cc464916a3869ce4b1f483a5a4017906266772e9452ead/SH28.jpg)
![](https://freight.cargo.site/t/original/i/c32b3b71d53cbce8fb4d91218a4358ef6ecfade72113b1389faedfd6877bc3c3/SH25.jpg)
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.
![](https://freight.cargo.site/t/original/i/0a24c7231289fe2a26a6ee5ac08bdf74e3f6f2344ab93cc76e471cd6de841d76/CHO_RecipeCards4.jpg)
![](https://freight.cargo.site/t/original/i/2c24e0d0947a318b49f25792ef796fa262c2b8810e1a2ee92c3be0b2d1f3f0f2/CHO_RecipeCards5.jpg)
![](https://freight.cargo.site/t/original/i/efecbb5c9c4f548f3011a8e82145b7980a47d7f163680aab39eda29be7513f5f/CHO_RecipeCards6.jpg)
![](https://freight.cargo.site/t/original/i/1757feecab2c14334dd40c6a5266006083e657044c0aa029aea6c37e5c97736e/CHO_RecipeCards_v2.jpg)
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.
![](https://freight.cargo.site/t/original/i/44a78f138f7c7a3036fb1554b3d719a8da3bc01fb964ecfe458eb7de7c3a4965/CHO_BrandToolkit_ALL2.jpg)