# 216 - Spooky Limited Edition Packaging with Lauren Hodges from Chobani

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-10-06
- Length: 36m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani
- Listen: https://encase.substack.com/p/216-spooky-limited-edition-packaging

## Summary

Lauren Hodges, Creative Director at Chobani, discusses the design and strategy behind the brand's limited edition Halloween packaging for Chobani Flip. She explains how the team collaborated with illustrator John McNair to create spooky, gallery-level artwork that drives 'basket bundling' by theming each of the seven flavors (e.g., 'Ghost Story S'mores'). The episode also covers the integration of an augmented reality (AR) trick-or-treating experience via QR codes and the importance of packaging in conveying trust and brand ethos across diverse product lines.

## Chapters

- [0:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=39) Introduction and Guest Background
- [6:40](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=400) Chobani's Brand Evolution and Design Philosophy
- [12:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=759) Limited Edition Halloween Packaging Strategy
- [18:52](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=1132) Basket Bundling and Retail Psychology
- [23:44](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=1424) Augmented Reality and Interactive Packaging
- [27:22](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-06-216-spooky-limited-edition-packaging-with-lauren-hodges-from-chobani#t=1642) Design Inspiration and Trust in Packaging

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)

## Most relevant to

large enterprises

## Mentioned

- Chobani (company)
- Chobani Flip (product)
- John McNair (other)
- Pentagram (company)
- Aesop (company)
- Collins (company)
- Shake Shack (company)
- Danny Myers Union Square Hospitality Group (company)
- Parsons (other)
- Hornet (company)
- Meyers (company)

## Related episodes from other shows

- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-07-217-creative-briefs-101-with-janice-greenwald-and-kat-karpati) (The Startup CPG Podcast)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)

## Citing this page

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