Damn, I love everything about this art direction. Well done Chobani.
For those who don't follow yogurt companies, they are a really wonderful group that has helped grow their communities, offered stable jobs, and they're run by an excellent CEO. We were doing research in the food/dairy space a couple of years ago and I really admired Chobani after learning about them.
Drop Dead Gorgeous!
I like the new packaging. Feels like its an organic brand that you find a Whole foods. Also seems more kid friendlier, which is interesting. Mainly over Thanksgiving, I learned my all my 4 little nieces love that brand and ate so much of it.
Rich, warm and approachable.
The design, layout schemes that make good use of illustrations, copy and so on - definitely make them seem like a socially responsible company of integrity.
There are parts I like and dislike. The only packaging i feel like actually helped differentiate them in aisle (the purpose of redesign) is the flip packaging and the multi product packaging. The others dont push the envelope enough.
Yes switching from photos to illustrations is risky in 2017 but isn't different from what the previous market leader already did (yoplait)
The wordmark etc while well executed really come off as somewhat generic.
Damn that serif is gorgeous.
The logo is blurred on a retina screen.
Great tone, a real visual treat but for the love of god stop with the whole central justification for copy. It might be different on desktop but it’s just really difficult to read and just feels awkward on mobile.
If that was sorted the site would be even more beautiful-er.
Nice. And I just used Dropmark to save it.