Chobani needed to tap into the trend of high protein / low sugar and the Chobani brand did not target these consumers hard enough on its own. The FiT sub-brand was created to talk directly to these people in their language with darker, ‘sports’ colourways and bold, straight to the point efficacy callouts. The deep blue blocking commands its own attention instore and differentiates from core Chobani with power.

VISUAL IDENTITY • NAMING • PACKAGING