Project Information


Each year the National Restaurant Association hosts a massive conference highlighting the best of the international foodservice marketplace. With almost 50,000 attendees, the gathering attracts global leaders and innovators across the restaurant, foodservice and hospitality industries.

We partnered with our friends at Chobani to bring their brand to life at this year’s event in Chicago.

Our approach is rooted in Chobani’s core principles — emphasizing the hand-crafted nature of the yogurt, and the company’s commitment to real ingredients.

The system, activated across physical pop-up activation, digital presence and printed collateral, brings to life the components that holistically make up the Chobani product. Instead of falling back on industry tropes like excessive use of product imagery, we focused on expressing the Chobani elements in a hand-crafted manner, using illustrations to showcase the humanity that drives the brand.

We also wanted to create a space that was inviting and inclusive — building on the brand’s mission to provide better food to more people. The physical layout, lighting and design encourages viewing, tasting, and learning more about Chobani, intentionally developing a deeper connection between their product and their customers.

We helped the Chobani team to increase awareness by standing out in a homogenous space, draw attention to their newest, insanely delicious product lines, and create a magnetic, end-to-end visitor experience, as opposed to just another conference pit-stop.

The exhibit earned the title of Mentioned Most at the conference, with attendees claiming to be “blown away” by Chobani’s well-designed, engaging booth.


  • Ben Crick
  • Esther Li
  • Camille Sauve
  • Candice Ralph
  • Natalie Vartanian
  • Taylor Holland