Chobani, Four Years Later

Originally ReviewedNovember 2017 Chobani, the darling of branding’s retro-revival movement, appears to have been rather busy since 2017. In the three-plus years since their much-talked-about rebrand, they’ve built a yogurt-giving tree in Grand Central Station, turned their NYC SoHo cafe into a Covid-relief food pantry, and (most notably for our purposes here), expanded their offerings to include a whole slew of new (and, interestingly, largely non-yogurt) products. Chobani website redesign on mobile (2018-2021). Chobani Cafe in Soho, NYC (Redesigned 2018-2021). I will start by saying that the rebrand as a whole has held up beautifully (I don’t know about you, but that wordmark still occupies a prominent place on more than one of my Pinterest boards). I’d even proffer that the identity has