Chobani went under rebranding into 2017 I believe this was a smart move for the company because their old logo was harsh fragmented and cold when their yogurt is smooth and creamy. Now it is matching there aesthetic with the chunky but smooth serif typeface. This change allowed more freedom to the packaging and makes it look more cohesive with the roundness of fruit. I see this in my daily encounters when shopping in the grocery store and when looking for new yogurt this always pops out at me because of the simple but effective branding.
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