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Chobani Foodservice – Transforming A Food Industry Giant
 

Information
Client
Chobani Foodservice
Focus
Concept, Creative Direction, Branding, Design, Frontend Development, Backend Development

Transforming Online Food Business

Dreamed up as part of a company-wide process of digital transformation and rebranding, Chobani Foodservice is a new type of B2B website for America’s best selling Greek yogurt brand. The site aims to get chefs and business owners interested in Chobani’s yogurt by serving them up a uniquely well-branded business-to-business experience.

In addition to road-testing rebranding concepts, they wanted to find ways to improve Foodservice’s impact on its target audience of decision-makers in the food industry. We opted to do so by integrating the kind of UX and design acumen normally reserved solely for customer-facing content. This also meant building a site that puts mobile first, maximizing the effect of its impactful visuals even on a smaller screen.

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Making a site a “culinary destination”, requires more than just nice food photography. We became a key partner in this long-term rebranding project, collaborating closely with Chobani and providing input and design expertise throughout the process.

We had to come up with a refreshed approach to presenting recipes and food inspiration online, so we decided to focus on creative entry points to accommodate a variety of user goals.

The online tool we ultimately built suggests recipes according to the time-of-day and difficulty of preparation, while nonetheless leaving plenty of space free for Chobani’s vibrant and colorful visual content. This serves users both that instant eye-popping ‘food hit’ and easy access to that all-important word content.

One requirement was to illustrate Chobani's large selection of products that they offer to their B2B customers. Hence, we built a smooth slider that seamlessly navigates you through all their product families - from large multiserve products till smaller single serve items. 

Design Lead
Thomas Lichtblau, Matthias Mentasti
Tech Lead
Thomas Ragger, Moriz Büsing
Project Managment
Melissa Graf
Development
Francis De Clercq
Design
Guillermo Seis