Maschmeyer Serves Up Smooth Chobani Identity

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Chobani Greek yogurt is the stuff of myths: started by Hamdi Ulukaya, a Turkish immigrant, out of an abandoned factory in Central New York State, Chobani has risen to the number-one-selling brand of yogurt in the U.S.

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In order to keep advancing, the yogurt-maker has introduced a new identity and package design led by Leland Maschmeyer — formerly of Collins — who became Chief Creative Officer of Chobani in last year. (Maschmeyer was a GDUSA Person To Watch in 2017.) The new wordmark, drawn by Berton Hasebe, uses a distinct serif and smoother and rounder features to connote the taste and texture of the product.

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