• Chobani is America’s #1 yogurt brand. What made the company most famous (and successful) is its fight to improve food quality, affordability, and standards in America.

• Americans believe the country’s “golden era” was the two decades following World War II. It was a period of rapid economic growth and idealism. It was also when television entered most homes. TV shows taught America what middle class life looked like—in decoration, dress, and decorum. Images of fashion, food packaging, and furniture defined a common visual vernacular that every American still knows today. People often reference this period as a time when things were simpler and better.

Chobani Smooth—a natural, American-style yogurt—targets a segment of the American population who would have been teenagers in that period. The packaging’s floral illustration, graphic shield, and typographic structure references the visual vernacular popular America’s golden era.