Chobani is undertaking a redesign to stand out among several yogurt brands. The yogurt aisle is apparently a sea of “sameness” so Chobani is looking to create a new packaging that stands out. Chief Creative Officer, Leland Maschmeyer, describes the new packaging as “enchanting” and “sprinkled in fairy dust.” I think Chobani is making a good move by branding in this manner. It brings a positive feel to a light snack and differentiates them among the yogurt aisle. We will soon see if the designs are as good as they want them to be.