Chobani, the number-one-selling brand of Greek yogurt in America, recently underwent a bold re-brand led by Leland Maschmeyer. As Chief Creative Officer of Chobani, Maschmeyer is responsible for guiding brand and product strategy, packaging, innovation pipeline, online channels, advertising, shopper marketing, and total customer experience design.His goal – to fulfill Chobani’s vision to be a food-focused wellness company. How do you make the number-one selling brand of Greek yogurt bigger and better? To assert further yogurt-market-dominance, Chobani and Maschmeyer have focused their attention on a new logo, identity, and packaging to sharpen the brand’s personality and allow more room for product line extensions. We spoke to Leland Maschmeyer about the rebrand and how investing in creativity is key to making a bigger and better brand.