sweetgreen, the mission-driven restaurant brand serving healthy food at scale, introduces a new brand identity to reimagine fast food and speak to future generations about the importance of what they eat. 

The goal was to create a flexible, sustainable design system that both reflects the culture of local communities and works at scale. With this rebrand, they aim to be a positive force on the food system by focusing on the following areas:

• Food: sweetgreen wants to show that fast food can be synonymous with real food. They invested in new food photography, menu designs and packaging in an effort to highlight their food ethos, which celebrates seasonality, local sourcing and transparency. 

• Sustainability: sweetgreen believes that climate change is the defining challenge of our generation. This new identity was designed to showcase sweetgreen’s sustainability initiatives and its ongoing journey to carbon neutrality.

• People: sweetgreen obsesses over the team member experience and believes happy team members create happy customers. With this rebrand, they are rolling out new uniforms and merchandise to help the team feel connected to the brand and its core values.

• Culture: sweetgreen collaborates with the world’s best chefs, athletes and musicians to connect culture and food. In tandem with this rebrand, sweetgreen launched their first ever athlete partnership with Naomi Osaka. Fans got a first glimpse of the new branding in the national campaign.

“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,” says Nathaniel Ru, co-founder and Chief Brand Officer. 

Earlier this year, sweetgreen announced its expanded creative capabilities and fully operational in-house agency led by Thomas Wilder, Executive Creative Director. 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. 

Guests will start seeing the new visual identity starting today. Over the next few years, sweetgreen aims to implement the new design at restaurant locations across the country.