How to Make a Number-One Brand Bigger and Better: Q&A with Chobani's Chief Creative Officer, Leland Maschmeyer • Generis

Chobani, the number-one-selling brand of Greek yogurt in America, recently underwent a bold re-brand led by Leland Maschmeyer.

As Chief Creative Officer of Chobani, Maschmeyer is responsible for guiding brand and product strategy, packaging, innovation pipeline, online channels, advertising, shopper marketing, and total customer experience design. His goal – to fulfill Chobani’s vision to be a food-focused wellness company.

How do you make the nnumber-one-sellingbrand of Greek yogurt bigger and better? To assert further yoghurt-market dominance, Chobani and Maschmeyer have focused their attention on a new logo, identity, and packaging to sharpen the brand’s personality and allow more room for product line extensions.

We spoke to Leland Maschmeyer about the rebrand and how investing in creativity is key to making a bigger and better brand.

Questions answered: 

• What is the greatest challenge in creating a ‘food-focused wellness company’?
• How can creativity and good design create a more profitable company?
• What was the rationale for Chobani hiring their first-ever Chief Creative Officer?
• How is Chobani making creativity central to all of its business processes?
• What considerations went into creating one of the biggest redesigns of the year?
• How are the brand and business performing after the re-brand?
• What were some of the challenges in bringing the redesign to reality?
• Where did you see the greatest cost savings or losses in materials or the supply chain as a result?
• How did you balance creativity with customer data to make decisions?
• In 5-10 years, how do you see Chobani and the product and packaging landscape being different?

Click through to read the entire interview with Leland Maschmeyer.