Experiential Identity for Chobani
Looking at the visual landscape of the world of trade shows, it all felt noisy, stuffy, and standardized. I wanted Chobani’s booth to be equally impactful in the B2B realm as it was when it entered the retail shelves and spearheaded the transformation of the yogurt category. This booth is all about the “Magic of Food”, one of Chobani’s brand pillars on which much of the visual language is based on. Healthy food should not only be easily accessible, but also fun and enjoying to eat. Chobani participates in 4–5 tradeshows a year, each of them focusing on different consumer groups, therefore the booth needed to be versatile with its programming abilities. The solution was to think of each element as a modular component that could be combined in various different setups. Live cooking, prepack sampling, customer meetings, and brand ambassadors are examples of programming, and the footprint can be modified for each show to build a fitting presence. Made out of EPS foam and MDF, the setup consists of eco-friendly, sustainable, and recyclable parts that are sturdy but lightweight, reducing the carbon footprint as much as possible as the booth frequently travels through the country.