How Chobani Uses Photography to Capture the Magic of Food
Photography

How Chobani Uses Photography to Capture the Magic of Food

Greek yogurt brand Chobani began building its in-house creative agency in 2017 in an effort to stay ahead of its competition. Yogurt is a highly competitive category within the consumer packaged goods market, and Chobani is the bestselling Greek yogurt, explains Chobani’s chief creative officer, Leland Maschmeyer, who joined the company in 2016 and has helped transform the visual identity of the brand. Once a brand leads in its market, “everyone copies what you do, because you’ve established a recipe for success,” he says. “Bringing creativity in-house was a recognition that to stay number one, we were going to have to be more aggressive with innovation, creativity and our brand.” Chobani was founded in 2005 by Turkish immigrant Hamdi Ulukaya. From the beginning, the brand’s photography has emphasized “this idea of innocence, this idea of happiness, this idea of a romantic relationship with nature and admiration of nature,” Maschmeyer says. Early on, he says, the brand expressed that through “rustic tabletop photography”: setups featuring wood and linen and other natural materials as backdrops, and pieces of fruit or other ingredients artfully strewn around a bowl of yogurt. “It’s a beautiful style, but it’s a common style,” Maschmeyer notes. Chobani […]

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