Chobani Natural Greek Yogurt packaging has a new look tailored for the Australian market by the design team at Our Revolution.
Chobani felt it was important that it communicated specifically to the local Australian market for its Natural range, which is available in single-serve tubs or versatile large tubs. The in-mould labels are supplied by MCC Verstraete Australia, and the foil lidding is by The Van Dyke Press.
Drawing inspiration from Chobani's brand assets, Our Revolution said it aimed to create a packaging design that was as “simple and elegant” as the product itself. Jen Doran, creative director, and Alex Tomkins, design director were tasked with redesigning the packaging.
Previous iterations of the packaging design carried variant names and colours associated with the US market, but the company felt it was essential these important core variants resonated with how Australian customers shop for dairy products.
Doran told PKN: “Chobani is a global brand. Yet, here in Australia it is important that their core Greek yogurt range communicate their variants specifically to how local Australian consumers shop.”
The duo felt the cream colour palette paired with punchy blues showcases Chobani's “iconic leadership in Greek Yogurt”. Doran explained that they incorporated a yoghurt texture into the design by featuring original illustrations of a silver and wooden spoon asset that represents each variant, while “evoking a wholesome eating occasion”.
“Variant names and colours associated with the Australian dairy category were used within a distinct hierarchy, making it easier to navigate the growing category. Additionally, bespoke illustration features on the packaging for Chobani Australia to communicate the taste, texture and natural qualities of Chobani’s authentic Greek Yogurt,” Doran concluded.
