Chobani Identity

2011–2016 New York GraphicsIdentityPackagingProduct

Every aspect of the Chobani Café identity is considered, from graphics, menus and digital interfaces to staff outfits, gift cards, and packaging for a line of handpicked, small-batch pantry staples. At the heart is the now-iconic glass serving bowl, topped with a linen cloth that recalls the artisanal yogurt straining process, and tied with a signature red string. As design agency for the café since its conception, a l m project developed a visual language based on the beauty of whole ingredients, raw surfaces, and reclaimed materials—an aesthetic that communicates the brand’s philosophy of natural food and honest production.