A New Home for a Food InnovatorChobani
Creating a world of inspiration and desirability for Chobani’s rebrand online.See the project
Since 2007, Chobani has ruled the yogurt category as the biggest Greek yogurt brand in the US. The industry has taken note and today, yogurt aisles are full of Greek, from brands big and small.
Still, Chobani stands out: It’s a founder-led company that believes as much in its product as it does in its mission. The brand envisions food as a tool for good and has bought into identifying as a ‘food-focused wellness company,’ rather than simply a purveyor of yogurt.
We immersed ourselves in the brand, gathering insights from a wide-ranging group of employees - from those with years of factory floor experience to Chobani’s startup incubator team. That led us to restructure all of their content to tell an very simple story: Product (Desire), Recipes (Inspiration), and Impact (Vision), each rallying around the central aspiration to think beyond simply the core product.
Working in parallel to Chobani's brand evolution, we collaborated with their design team to stress test the new brand system in a digital context.
To simplify the wide matrix of product and flavors SKUs, we developed a fun and intuitive tool that lets users choose the type of yogurt first, then explore other flavors through our ‘flavor picker.’ We designed this moment with the playfulness and whimsy associated with snacking on yogurt in mind.
To ensure the world we were creating would connect with Chobani’s loyal customers, we conducted research with Chobani fans across the tri-state area. We know people love this brand, and it was essential to gut-check the work – treating the relationship between brand and fan with reverence.
This launch is just the beginning. The company will continue to evolve, and our platform is designed to flex along with Chobani’s growth.
With an eye toward growth including future commerce and editorial integration, we crafted a modular system leveraging Contentful, a headless CMS, on a serverless infrastructure which means that the current iteration can accommodate whatever future evolutions the site takes.
Chobani.com is also a PWA (Progressive Web App), giving users offline access and progressive page display, loading only the best asset format and size depending on the current user’s network connectivity/device, which makes for a fast, smooth browsing experience.
Hamdi Ulukaya has carefully built Chobani into a truly iconoclast brand that takes the time to make quality products the right way – with time and love. We brought the same philosophy into our collaboration through an ambitious team with big plans. We’ll be rolling out optimizations and enhancements through the calendar year, and are excited to see chobani.com grow.