Chobani and Fairlife
As a project, I conducted a design audit on the Chobani and Fairlife dairy brands, assessing each brand's design strategy and how the visual identity plays in to the brand's larger identity.
Both brands sell dairy products aimed at healthy living, but pursue very different brand strategies
To summarize,
Chobani
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Uses earthy colors, hand-drawn graphics, and nature photography to create a warm, human-centered identity that positions the brand as a nurturing force for community and global wellness
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They want consumers to see them as more than a food company, but a lifestyle aligned with caring for yourself, others, and the planet
Fairlife
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Uses a bold blue palette, cartoon branding, and factory/nutrition-focused imagery to push product quality and science to the forefront, even at the cost of visual cohesion
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They want consumers to see them as the nutritionally superior choice, a product that actively fuels and strengthens the body.
See here for the official brand audit
See here for the official slide deck