Chobani Serif for Chobani

Six-weight serif built from packaging text to ad headline

Chobani's 2017 rebrand, led internally by CCO Leland Maschmeyer, centered on a new logotype drawn by Berton Hasebe and a companion typeface, Chobani Serif, drawn by Hasebe with Christian Schwartz. The serif draws on early-twentieth-century references—Windsor, Clearface, Cheltenham, and Century Oldstyle—with low contrast and short slab serifs for legibility across packaging, advertising, and display. In 2022, Hasebe extended the family with lighter and heavier headline weights and condensed styles.

Set in Chobani Serif

Insights

Low contrast and short slab serifs were chosen explicitly for size-range legibility, from ad headlines to on-pack text.
The unusual combination of hard and soft stroke endings and terminals distinguishes the face within a crowded nostalgic-serif trend it is credited with influencing.
Turkish language support was included, referencing founder Hamdi Ulukaya's native language.
The 2022 expansion added condensed styles specifically to address utility in tight-space contexts.