Image Credit : COLLINS
Project Overview
sweetgreen figured out the logistics necessary to create healthy fast food for the next generation. As they gained momentum, they regularly found themselves needing to create new systems, tools, and experiences to take advantage of these opportunities. That’s when they invited us to help them accelerate and grow a brand that could keep up with their ambitions.
Project Commissioner
Project Creator
Team
COLLINS
Sanuk Kim
George Lavender
Zuzanna Rogatty
Tomas Markevicius
Eric Park
Tom Elia
Madeleine Carrucan
Dashiell Alison
Ann Kim
Antonia Lazar
Alex Wallace
Mari Juliano
Min Heo
MCKL Type
sweetgreen
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
Eric Estroff, Senior Brand Manager
Jane Helpern, Brand Voice
Joanna Hsu, Art Director
sweetgreen brand studio
Fictive Kin
Project Brief
sweetgreen needed a new brand idea. One built on what was most meaningful and memorable for their customers, but was also capable of evolving with them into the future. COLLINS defined an expression that embraced real ingredients, the natural cooking process, and the people behind the food. COLLINS were inspired by the craft, elegance and artistry found in hand-painted vintage cookbooks. We then created tools that pair lighthearted illustration, custom typefaces, modern photography with a palette of earthy and vivid colors. A more variable, expressive voice can now take people on a full tour throughout sweetgreen’s wider world of food.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details