# Chobani new logo (2017)

> Chobani launched a new logo in Nov 2017, designed by Chobani in-house. Nov 2017: 10th-anniversary brand evolution.

## Key facts

- Brand: Chobani
- Launched: Nov 2017
- Studio: Chobani in-house
- What changed: Nov 2017: 10th-anniversary brand evolution.
- Why: Chobani rebranded because, it said, it made yogurt but its business was wellness, with a vision to make universal wellness happen sooner.
- Industry: Food & drink
- Logos: https://rebrandlog.com/logos/chobani-2017/before.svg (before), https://rebrandlog.com/logos/chobani-2017/after.svg (after)

## The rebrand, explained

Chobani built America's best-selling Greek yogurt in a decade, with about 40 per cent of the US Greek yogurt market, The Drum reported. In late 2017, marking ten years since national distribution, it decided its next decade should be about more than yogurt. Chief marketing and commercial officer Peter McGuinness said the company made yogurt but its business was wellness, and the new vision was to make universal wellness happen sooner.

Chief creative officer Leland Maschmeyer said the change did not start as a packaging question but with another one: what is a modern food company? His answer was that people eat for happiness and fun as well as nutrients, and Chobani wanted to bring back the joy of food. The new brand expression, 'Fighting for happily ever after', was meant to sound like a fairy tale.

The work was done in-house by the marketing team. The wordmark was redrawn to feel warmer and more approachable. The packs took their cues from 19th-century American folk art, a 'happily-ever-after paradise' with colours drawn from real fruit, flowers, leaves and bark and a handmade quality, deliberately imperfect, which Maschmeyer called enchanting and craft-oriented.

Announced on 28 November 2017, the identity rolled out across packaging, shelf talkers and a marketing campaign into January 2018, alongside new regional products starting with Greek yogurt with 'a hint of' fruit.

CNBC supplied the commercial pressure. Chobani had sparked the Greek yogurt boom, but category dollar sales had fallen nearly 5 percent in a year, per Nielsen, after growing almost 15 percent in 2014, while newer brands such as Siggi's and Noosa were winning younger shoppers. The redesign arrived with a reduced sugar line and a plan to spend 35 percent more on marketing, and the chief marketing officer spoke of bringing the magic back to the yogurt shelf. The new look borrowed the artistic manner of the upstarts, which is a smart move for an incumbent that used to be the upstart itself.

It was a brave move in a category of white tubs and photographed fruit, and it worked on shelf: suddenly Chobani looked like a storybook while rivals looked like pharmacy products. The folk-art illustration does the heavy lifting; the wordmark change is minor. The wellness language is inflated, but the packaging earns the ambition.

In short: Yogurt as a storybook, and the shelf noticed.

## Sources

- https://www.prnewswire.com/news-releases/chobani-unveils-major-brand-evolution-alongside-10th-anniversary-300562364.html
- https://www.thedrum.com/news/decade-chobani-updates-creative-focus-packaging-and-communications
- https://gdusa.com/maschmeyer-serves-up-smooth-chobani-identity/

## Cite this

Rebrand Log, "Chobani new logo (2017)", https://rebrandlog.com/rebrand/chobani-2017/, last updated 2026-10-20.