LET’S TALK
PROTEIN
Brand Naming
Brand Identity
Distinctive Brand Assets
Packaging Design Suite
Brand Collateral
Brand Guidelines
Insight / VISION
The battle is on to own Protein in the yogurt aisle and Chobani need to solidify their position against the main players. Appealing to a wider audience rather than just the militant gym junkies was the key strategy for success.
THE IDEA
The creative idea to deliver this strategy was to align with the wider target by talking their language and prosing how these protein laden yogurts can ‘fit’ into their lives. Along with the functional messages of how much protein was in each pack and other healthy additions, the packaging needed to ‘talk’ to consumers on a human level, in a way they could understand and relate to. And so, the sea of ‘talking packs’ were created.
“The Key Branding have been a long time trusted partner of Chobani in Australia. Their understanding of our shoppers, consumers and the retail environment from which our products are sold is evident in their strategic approach to delivering effective designs that help bring our brands to life on shelf. They have delivered significant results for us across our Chobani Fit range that have helped deliver category leading growth.”
Andrew Noisette
Head of Marketing, Chobani Australia
