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I'm Ali Rae and I love building brands.
So let's build that business one blog post at a time.
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let's whip that brand into shape
Welcome to the Branding 5 at 5 where I take 5 minutes (at 5am when this segment was recorded live on Instagram–yes, I like to torture myself by waking up at the crack of dawn) to dissect a big brand into digestible pieces to apply to your small business. Today’s unsuspecting brand is CHOBANI.
First, let’s learn a little background on Chobani:
Let’s dive into a few things that are different about Chobani.
Ulukaya saw an untapped market within the American yogurt space. He targeted men and woman because the current yogurt players targeted mainly women, opening up another 50% of the population he could sell to! In a world that constantly tells us to niche down, maybe let’s just approach the existing market in a new way.
In the beginning he invested over $250k in packaging design. That is HUGE for a start up! But he knew the packaging had to be visually different. Typical yogurt packaging in American is tall and thin with a narrow opening on top. So Ulukaya distinctly designed Chobani’s packaging to be short and stout with a wide opening.
Next, he insisted Chobani yogurt MUST be stocked in yogurt/dairy section of grocery, not in the speciality/gourmet area. Where the consumer encounters the product has an impact on how they feel about the product. Chobani, although a new brand, felt more accessible in the general yogurt section.
Making high quality and nutritious food accessible to more people, while elevating our communities and make the world a healthier placeChobani’s Mission
A couple things I want to point out:
The word “accessible” kept popping up throughout my research: from the “impact batches,” which are specific batches of yogurt whose proceeds go to a specific cause, like ending childhood hunger; to the design of their 2018 rebrand, incorporating hand drawn fruit in the packaging and visual messaging; to the accessibility of jobs to refugees. Chobani is all about being an accessible brand!
Second, I want to emphasize the part of their mission that is “elevating their communities.” The impact batches I mentioned earlier are SUCH a cool initiative. Also, they have the “Tent Partnership for Refugees” that trains other corporations how to have an impactful refugee hiring practices. And they practice what they preach because 30% of their manufacturing staff are all refugees! They also, literally just yesterday, packed lunches and donated yogurt to a food bank. Oh, and they pay off children’s school lunch balances…I mean, c’mon. How could ya not love Chobani?
So now to take all these big brand ideas and apply them to your own small business…let’s see how that’s possible!
Let Chobani be your inspiration!
Now I’m not sure what you’re waiting on, but you should get there and grow!
Let's talk business.