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About The Guest(s): Lauren Hodges is a creative director at Chobani, a leading Greek yogurt brand. With a background in design and a passion for food and beverage, Lauren brings a unique perspective to her role at Chobani. She has been with the company for four years and has played a key role in the brand's packaging design and creative direction.
Summary: Lauren Hodges, creative director at Chobani, joins Adam Peek and Evelio Mattos on the People of Packaging and Packaging Unboxed podcasts to discuss the innovative packaging design of Chobani Flip's limited edition Halloween packaging. The packaging features spooky illustrations by artist John McNair and an augmented reality (AR) experience that allows consumers to go trick-or-treating virtually. Lauren explains the inspiration behind the design, the importance of limited edition packaging, and how Chobani maintains a consistent brand voice across its various product lines.
Chobani's limited edition Halloween packaging aims to surprise and delight consumers, creating a sense of fun and playfulness.
Limited edition packaging can drive sales by creating a sense of urgency and collectability.
Chobani's packaging design draws inspiration from gallery-level artists and editorial design, infusing a sense of craft and storytelling into the brand.
Packaging plays a crucial role in conveying trust and building brand loyalty, as consumers rely on packaging to identify and trust the product inside.
"Limited edition packaging is like limited edition food. You can only have it for a short period of time. It's your pumpkin spice latte in September." - Lauren Hodges
"There's beauty in mistakes, and once you're folding in this four-color work, any registration that's off can actually be kind of impressive." - Lauren Hodges
"Packaging does a great job of conveying trust. It's that one little label that somebody had removed at some point, and you're like, 'I don't want to open this. I don't know what it is.'" - Adam Peek