( RANGE NARRATIVE ) ( PACKAGING DESIGN )
Chobani No Sugar Added
Sugar is an issue. On average we consume 14-16 teaspoons each day, more than the 6 to 12 teaspoons limit recommended by the World Health Organisation. The relationship between sugar in our diets and the correlation with growing levels of chronic disease and obesity is well established. So sugar reduction has become an ongoing ambition for many of us, seeking out food that can help us.
Chobani are forever focused on creating food that is natural, nutritious, accessible and always delicious. But with existing no added sugar yogurts formulated with artificial sweeteners leaving a strong aftertaste, Chobani took up the challenge to not only create a yogurt that was naturally low in sugar but also offered the tasty creamy texture we’ve come to love from Chobani. Off the back of creating their consumer brand strategy we were asked to help create the packaging design to communicate it all.
(THE SOLUTION)
Chobani’s brand is distinctive and recognisable. Their notable rebrand captured a cultural moment that embraced the nostalgia and warmth people were unwittingly seeking from brands. When tasked with creating a new sub-range, our initial focus was to ensure we only added and enhanced the brand, never diluting the equity and positive reception the brand and its team had worked hard to build. This involved being precious in the how the Chobani marque was treated in line with the rest of the portfolio, how the house font was considerately used to reform a new hierarchy of communication that called out the no sugar added attribute and embraced existing fruit illustrations into a new composition.
We created new visual assets to distinguish the range from the rest of its larger portfolio. Soft curvaceous waves feature across the packaging, symbolising the creamy texture of the yogurt as well as its natural qualities. Each carrying a delicate, fruity pastel colour to reflect the natural colour of each yogurt variant, bringing warmth in contrast to typical white Greek yogurt.
Photography: Alice Hutchison
