sweetgreen Rebrands, Unveils New Logo and Identity
American fast-casual restaurant brand sweetgreen has introduced an all-new look “to reimagine fast food and speak to future generations about the importance of what they eat”.
Founded in 2007, the Los Angeles-based company primarily serves salads such as the “Naomi Osaka Bowl”, which is named after the famous tennis star, who not only happens to be sweetgreen’s brand ambassador but also a newly-announced investor in the expanding salad chain.
“At sweetgreen, we create experiences that connect food and culture together and we want this brand identity to help re-imagine what the fast food industry looks like in the years to come,” comments Nathaniel Ru, co-founder and the company’s chief brand officer.
Earlier this year, sweetgreen announced its expanded creative capacity and fully operational in-house agency led by executive creative director, Thomas Wilder.
However, to develop the new branding, sweetgreen worked with COLLINS, the San Francisco and New York-based strategy and design consultancy.
Together they spent the past year evolving the brand and implementing it across its physical store design and signage systems, marketing, advertising, social channels, digital products, packaging, and team member uniforms experiences.
The new visual identity has already started rolling out. Over the next few years, sweetgreen aims to implement the new design at restaurant locations across the USA.