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Courtesy of Chobani

It's kind of a big deal.

Sara Tane
December 01, 2017

Even though we’re firm believers that you should never judge a book by its cover, we just need to take a moment to praise Chobani’s new look. Boasting a completely redone logo, packaging, and overall identity, Chobani items might be almost unrecognizable on your next trip to the store. That said, we just wanted to make sure that everyone gets a chance to see the “before” and “after” images that this classic Greek yogurt brand has undergone so that you’re not completely lost the next time you’re in the dairy aisle.

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The previous look, which was much more rigid and fragmented is traded in for a cozier, rounder, and more inviting look. The new fonts are smoother and richer (just like the yogurt, amiright!?), and the colors are brighter and more eye-catching. Whereas the old cups featured a clean-as-day white background, the new cups offer a slightly off-white, more natural-looking glow. The new photography is ultra-saturated, making us foam at the mouth for a cup of strawberry-at-the-bottom Greek yogurt just a little bit more than we already were.

The new design can be seen on packaging, in Chobani Cafe stores, and on any non-food merchandise, as well. Everything about the re-design feels more welcoming, way less stern, and undeniably current. The “Smooth Yogurts” and “Flip” products offer quirky, exciting illustrations that feel like a grown-up version of your favorite package of cereal from childhood. We can’t say if this brand new look means new products or a new direction for the company, but we are certainly loving the eye candy that it has brought to the grocery store.

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