Why Did Chobani Rebrand Despite Being a Market Leader? — Retail Bum

Greek yogurt brand Chobani made a significant rebranding move in 2017 despite already being a market leader in the industry. But why?

The decision seemed to have been primarily driven by the company’s desire to bank on its momentum, evolve its image and connect with a broader audience while also differentiating itself in the market by emphasizing its commitment to freshness, natural ingredients, and lack of preservatives.

“We make yogurt, but our business is wellness — for the fans who enjoy our products to the communities we operate in,” said Peter McGuinness, then chief marketing and commercial officer, Chobani, at the time of the rebranding announcement.

“As we approached 10 years as a national brand, we spent the past ten years focusing on the impact our company can and does have on communities across America, using food as a force for good. That’s framing how we’re looking at the next decade, and our new packaging is the first glimpse into that. It’s a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company.”

One of the prominent changes in Chobani’s rebranding effort was its use of a new set of fonts, which played a crucial role in shaping the brand’s new visual identity. The chosen fonts…