CHOBANI
Brand Design // Product Innovation
SHORT & SWEET
The Ask: Develop a brand extension for Chobani to enter the beauty category.
The Opportunity: Greek yogurt extracts have significant positive impacts for skincare.
The Solution: YÜZ by Chobani – an approachable skincare brand for everyone.
Chobani was founded by Hamdi Ulukaya in 2005 through his desire to bring the healthy Greek yogurt he grew up with in Turkey to the United States.
Prior to this point, there were no brands making affordable Greek yogurt options, and other yogurts were packed with unhealthy, unnatural ingredients.
Since 2005, Chobani has continued to
INNOVATE
offering a vast range of products, from probiotic drinks to bottled cold brew.
At the heart of the brand is a commitment to their guiding purpose
to make wellness happen sooner.
There’s so much more to wellness than just food.
Wellness is about taking care of yourself. Connecting with others. Moving your body. Caring for your body, both inside and out.
Nurturing your mind, body, and soul.
So as Chobani moves to enter the beauty category, it makes sense that these products, too, should further this mission toward comprehensive wellness.
That’s why the brand extension should be in SKINCARE.
Chobani: helping you care for yourself, inside and out.
Greek Yogurt is where Chobani started. And it’s what they do best.
Greek Yogurt has a ton of skincare benefits.
Only one other brand - Korres - is utilizing these benefits.
But they’re doing it at a premium price.
Making it only accessible to the few, not the many.
The skincare industry is crowded, and full of brands selling below-average options.
Just like the yogurt industry was before Chobani entered in 2005.
Consumers are confused and overwhelmed by the skincare industry.
Some have no skincare routine at all, and some are doing way too much.
Opportunity: Turn the skincare industry upside down by offering simple, high-quality products at an affordable price.
Introducing…
YÜZ by Chobani
YÜZ by Chobani is a brand offering a simple, approachable skincare routine for everyone. With a scientifically-based, three-step product lineup, and formulas that utilize the benefits of Greek yogurt, Chobani will once again overturn an industry by sticking to its beliefs and focusing on their consumers.
In-store bundled packaging
DTC delivery bundled packaging
3-Step Routine
We found that there are three key steps to any skincare routine: Cleanser, Toner, and Moisturizer (with SPF). No matter your skin type, these three products offer everything you need to help your skin stay healthy. That’s why these are the three key products in the YÜZ lineup. Bundled together, these three offerings provide anyone - from a skincare novice to an expert - with the essentials. All the products are developed using Greek Yogurt extracts.
Design Inspiration
Drawing inspiration from iconic milk bottles, we developed bottles that will look appealing on a bathroom counter. For the brand, we’ve embraced a similar color palette to that of the Chobani brand while also utilizing their illustration style.
The white part of the bottle is matte to appeal to a desire for texture. The bottom of the bottle is left clear to allow for the user to know when the product is running low.
All the products will come with reusable metal plungers that replace the cork.
Embracing Chobani’s commitment to sustainability, YÜZ packaging will be made of recycled materials.
BEHIND THE NAME: YÜZ
Chobani means ‘Shepherd’ in Turkish.
We wanted to continue that tradition of Turkish influence when naming this brand extension. When exploring options, we evaluated a wide variety of Turkish words, searching for one that was pronounceable by an English-speaker and reminiscent of the values and intention of the overall brand.
YÜZ is a Turkish noun meaning face / expression.
Sustainability Initiative
To further Chobani’s sustainability initiatives, the packaging of all the YÜZ products will be made of sustainable materials.
Additionally, YÜZ will offer a bottle-return initiative for all products. Details on how to recycle your products back to YÜZ, and receive a discount in return, will be included in the packaging to incentivize consumers to play their part in closing the loop.
Future Opportunities
This is only the beginning for YÜZ on Chobani’s journey to ‘making wellness happen sooner.’ Some future products that would fit naturally in the YÜZ portfolio are sunscreen, scented products, and refrigerated masks.
Just as the Chobani brand continues to add new, innovative products, so too will YÜZ continue to grow and appeal to new consumers.
Just as Chobani revitalized the American yogurt industry with the introduction of affordable Greek Yogurt, so too will YÜZ change the way American’s experience skincare.
MY CONTRIBUTION:
Brand audit & research
Industry & market research
Consumer research
Strategy development
Creative Ideation
Copywriting
Naming + brand development
Greek yogurt fanatic