Chobani's rebranding seven years ago transformed dairy sections from sterile, white Greek yogurt cups to colorful, whimsical designs. Central to this change was Lisa Smith's innovative approach. A wave of expressive, maximalist designs followed, influencing other brands. Smith, now the global chief design officer at Uncommon, emphasizes the importance of holistic teams in design, combining advertising and marketing creatives. She believes in pushing beyond traditional branding guidelines, aiming to build an unorthodox team that fosters creativity and innovation in branding, moving beyond merely delivering visual guidelines.
Seven years ago, grocery dairy sections transformed from monotonous white Greek yogurt cups to colorful, whimsical designs led by Chobani's rebranding efforts.
Lisa Smith rebranded several companies, emphasizing that holistic teams combining advertising and marketing creatives are essential for advancing design.
Smith's goal at Uncommon is to redefine branding, moving beyond traditional guidelines to foster creativity and innovation within teams.
A shift from minimalism to a maximalist approach in product design can be seen in the new trends emerging in food packaging.
Collection
[
|
...
]