Chobani’s creamy new logotype

Greek yogurt brand Chobani abandoned their eccentric geometric sans serif logo for something both warmer and stronger. The company, started by Turkish immigrant Hamdi Ulukaya in 2005, has grown from a small outfit in upstate New York to the top yogurt brand in the United States. They outgrew their original visual brand along the way.

Chobani's old logo (left) and new logo (right)

The new wordmark fits into the rising trend towards luscious serif faces with groovy curves. The branding was designed in-house, with the collaboration of Christian Schwartz of Commercial Type. They developed three fonts from the logo, as well.

Covers of employee guides.

Extending to the packaging, letterhead, and employee manuals, the brand’s combines the new type with off white-backgrounds, and grainy, high-saturation photos.

Chobani’s in-house team produced a series of short videos, including one for the new packaging (below) and one for the company in general. Each video begins with “Once upon a time” The Chobai voice says, “Happily ever after is not a fantasy. You can find it on a plate, or in a bowl. You can slice it in half, or lick it off a spoon.”

You can learn more about Chobani’s rebrand on their website.