The concept of “Exported from Eden” drove the redesign.

Chobani’s founder was born in Munzur Valley, Turkey. It is commonly referred to as “real Eden” due to its lush vegetation, virgin land, and simple, close-to-the-land way of life. The original Chobani recipe, which the company still uses today for its Greek yogurt, came from this area. It was the founder’s grandmother’s recipe.

“Exported from Eden” meant the packaging needed to:

• Feel as if it had been around forever.

• Be simple because people who live in Eden don’t have access to modern printing technology.

• Be charmingly imperfect because the people of Eden aren’t professionally trained designers and probably would make packaging by hand.

• Convey a passion for the food because crafting the food was more important to them than crafting the packaging.

• A natural color palette replaced industrial colors to signal nature. Colors such as 100% black, cyan, candy red, and bleach white—all present in the old packaging—were abolished.

• Watercolor fruits replaced fruit photography to signal craftsmanship.

• Product information set in a monospace typeface signals “small batch” and “craft.”

• New language brought to life the craftsmanship of the product: “Triple strained,” “Old world recipe,” “Locally Sourced Milk,” “Made in Upstate New York.”

• A clear information hierarchy helps the consumers see the information they seek in the order they seek it at shelf: brand then flavor then kind (blended/fruit on the bottom).

• This design system rolled out across the 109 Greek Yogurt SKUs in multiple formats: 5.3oz cup, 16oz tub, 32oz tub, 10oz bottles, and multipacks.

OBJECTIVE: Create clear differentiation on shelf

• Branding publication Brand New said, "It’s one of the best revolutions — screw evolution! — of a leading product in its category that further separates it from the competition and it’s doing so in its own unique voice.”

OBJECTIVE: Not alienate existing customers

• New packaging scored significantly better than old packaging on “quality,” “craftsmanship,” “unique,” and “visually appealing” among Chobani customers.

• +11% in repeat purchases

OBJECTIVE: Excite new customers

• 99% positive online sentiment

• New packaging scored significantly higher than old packaging on “unique” and “healthy” among non-Chobani customers.

• Helped fuel the best month of sales (February 2018) in the history of Chobani.

• HHP has reached an all-time high 36.9% +3.8pts vs end of 2017.