Adweek – "Why Chobani Is Reinventing Itself—and Why It Had No Choice"
"But the most visible manifestation of Chobani’s brand evolution will be where most people see it: on store shelves. The company has completely redesigned its packaging, tossing out the usual white cups with the fruit photos in favor of a design inspired by 19th century American folk art, featuring a color palette borrowed from leaves and flowers and bark, and illustrations reminiscent of old seed catalogs.
Overall, McGuinness says, these new initiatives are a response to Chobani being “not happy with where the category is” and, if all goes as planned, the measures will “bring the specialness back” to yogurt."
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