Summary
As part of a cross-disciplinary team, I contributed to a new visual identity for Chobani rooted in “rebel optimism” and “good food for all.” We developed a mixed-media visual system and a 135-page brand guidelines document covering color, typography, graphic elements, photography, and motion.

As Designer, I supported asset creation and helped build a cohesive framework for how the brand is expressed across touchpoints. Below is a preview of the final guidelines.

Agency: Wieden + Kennedy
Client: Chobani
Design Director: Guy Featherstone
Design Lead: Sue Murphy
Designer Team: Alex Sanchez, Lea Loo, Sarah Hollowood, and Paul Levy

Process

We approached the process through a series of workshop-style working sessions, transforming presentation rooms into collaborative environments filled with competitor audits, curated mood imagery, and a range of design explorations. Organizing concepts from “mild to wild” helped the team evaluate creative territory, identify patterns, and align around the visual directions that resonated most. Below are snapshots from these sessions.