Chobani believes Greek yogurt should be simple and genuine, so it was important to make sure that message was communicated throughout Chobani.com with a crisp and approachable aesthetic.
Historically, the site has been heavily product focused, but earlier in 2013, Chobani launched a brand campaign which we featured on a redesigned homepage. We wanted to place the brand's story front and center in order to elevate the conversation beyond being just another CPG brand, to a brand with a relatable personality and point of view.
Chobani is rooted in 3 core pillars: real people, real ingredients, and real process. We aimed to bring those pillars to life through the design and the passionate community of followers. The Community section houses all the events and social efforts Chobani is involved in. On every page of the site, fan comments, images, or stories are integrated into the content.
The homepage features campaign messaging as well as a video from Chobani's founder, Hamdi Ulukaya discussing the vision behind the brand. We brought to life how Chobani Greek yogurt is crafted in an illustrated graphic, as well as featured user generated content of people's first taste of Chobani.
The Product Landing page uses bold colors to feature all of Chobani's products.
These pages aim to visualize context around every produce through social media response, ingredients, colors, and attributes.
The kitchen landing page aims to communicate how simple it is to cook with Chobani, with video content as well as beautifully deconstructed recipes.
A robust repository of recipes, this section of kitchen allows visitors to filter by meal type, Chobani variety, and dietary restrictions.