The Right Wordmark Can Make the Packaging Design Look Fresher and Stand Out
The point of the logo redesign was to make it more casual, as well as more visible. In order to make it more casual, they switched to a curvy, lowercase typeface, instead of the old straight, traditional and capitalized one.
The fact that they used a font that’s more human-like and seems like it’s actually hand-written helped Chobani’s efforts to humanize the brand. Naturalizing the brand was also one of the priorities, and they did it by using the curves, which are typically associated with organic shapes.
Finally, it was important that the bottle stands out on the shelf. That’s why the new font needed more weight than the old one. In words of Leland Maschmeyer, Chief Creative Officer at the company:
“That was super-critical because what we know is that when consumers shop the shelf, the very first thing they look for is their brand. With the old Chobani wordmark, when you stood ten feet away from a very crowded shelf, it disappeared. It wasn’t visually heavy enough to stand out.”
Employing Shapes and Colors That Suit Your Brand Perfectly is a Must
Furthermore, Maschmeyer claims that when it comes to making visual adjustments in order to strengthen their brand, it’ not just about changing the logo on the package. He says that the way customers see and experience Chobani every day “informed quite a bit of design”.
Therefore, the intention to make a statement about the desired brand image also largely influenced the shape of the package. Less conventional and generic shapes are there to evoke a sense that the brand is laid-back, youthful and even childish or naïve.
And when it comes to colors, it seems that their wellness philosophy as well as one of their slogans, “fighting for happily ever after”, informed quite a bit of the color palette choice.
The colors they employ in the new package design are not there to simply attract the customers with their flamboyance. They’re there to convey a message about healthy nutrition that their products provide.
Hence the choice of colors that resemble those easily found in nature. It’s no surprise really, given that most of the lines of products Chobani offers feature images of fruit on the package. This should encourage people to perceive the Chobani yogurt as a healthy choice of food full of natural ingredients.
Utilizing Different Designs for Different Lines of Products Doesn’t Entail Losing Identity
One of the biggest challenges in refurbishing the looks of the package was creating different styles for different lines of products, and yet somehow achieving that they still look like parts of the same brand.
This is a big step forward compared to how things used to work at Chobani. Namely, back in the days, whenever they came up with a new line of products, they would simply use the previously employed design elements in order to incorporate its design into the already existing overall visual identity.
This time, people at Chobani have tried to create four distinct strategies for four different lines. What the strategies would look like depended on the purpose of a certain group of products.
In essence, Maschmeyer says that they developed different identities for products that people should see as either “healthy”, “fun”, “functional” or “social”.
Basically, four different designs should reflect four different objectives, which leads to personalizing products and making clear to consumers what the product has to offer. For instance, their “Flip” line, which falls under the “fun” category is obviously more amusing and lively in design, unlike the foods and beverages that Chobani tries to present as natural and healthy.
However, there are at least four common characteristics that all of the lines share. Namely, they all need to maintain the sense that they’re handcrafted, approachable, naïve and nostalgic.
This strategy should help the brand seem natural, spontaneous and give it a human face. Also, it’s supposed to make it seem affordable and inexpensive, yet not cheap or low-quality. People at Chobani made a great effort to balance these factors out and create a casual, refreshing, pleasant and inviting package design.