2022
Branding, Packaging, Creative Art Direction, 品牌设计, 包装设计, 艺术指导
In support of sweetgreen's first item of their dessert category since 2014, I was invited to design the packaging as well as the lettering.
The ‘sweet treat’ is the name of brand’s dessert series. The Crispy Rice Treat is inaugural product in this category. This dessert is meant to create a healthy yet craveable take on this nostalgic treat. It is made with organic brown rice, quinoa, millet and honey-date caramel. In the future, there is a potential that more items would be invented for sweetgreen’s dessert category.
If you’re also interested in the entire campaign design, feel free to check my coworker Ray’s portfolio.
The ‘sweet treat’ is the name of brand’s dessert series. The Crispy Rice Treat is inaugural product in this category. This dessert is meant to create a healthy yet craveable take on this nostalgic treat. It is made with organic brown rice, quinoa, millet and honey-date caramel. In the future, there is a potential that more items would be invented for sweetgreen’s dessert category.
If you’re also interested in the entire campaign design, feel free to check my coworker Ray’s portfolio.
为了支持 sweetgreen 自 2014 年成立以来的第一个甜点类别产品，我受邀设计了包装和字体。“sweet treat”是品牌甜点系列的名称，而“Crispy Rice Treat”则是该系列的首款产品。
这款甜点旨在复刻家乐氏经典怀旧的小吃“脆米花”，并以健康又让人渴望的方式呈现出来。它采用有机糙米、藜麦、小米和蜂蜜枣焦糖制成。未来，sweetgreen 可能会为甜点系列推出更多新品。
如果你对整个活动设计也感兴趣，可以查看我同事 Ray Ramirez的作品集。
这款甜点旨在复刻家乐氏经典怀旧的小吃“脆米花”，并以健康又让人渴望的方式呈现出来。它采用有机糙米、藜麦、小米和蜂蜜枣焦糖制成。未来，sweetgreen 可能会为甜点系列推出更多新品。
如果你对整个活动设计也感兴趣，可以查看我同事 Ray Ramirez的作品集。
sweetgreen team:
Director of Brand: Emily Morris
Creative Director: Brian Okarski
Copywriting: Diane Chang, Alyssa Mandel
Campaign Art Direction: Ray Ramirez
Art Direction Ideation, Packaging Design, Lettering: Yi Mao
Brand Manager: Annie Lee
Integrated Producer: Erin Fitzpatrick
Photographer: Will Nielsen
Director of Brand: Emily Morris
Creative Director: Brian Okarski
Copywriting: Diane Chang, Alyssa Mandel
Campaign Art Direction: Ray Ramirez
Art Direction Ideation, Packaging Design, Lettering: Yi Mao
Brand Manager: Annie Lee
Integrated Producer: Erin Fitzpatrick
Photographer: Will Nielsen
The original Rice Krispies Treats were invented in 1939 in the United States by the Kellogg Company. It has been a favorite snack item for kids in the U.S., generation by generation. The Crispy Rice Treat is Sweetgreen’s version invented by celebrity chef Malcolm Livingston II in 2021. This item is meant to be healthier than the original Rice Krispies Treats while maintaining great flavors and textures.
最初的 Rice Krispies Treats 由家乐氏公司于 1939 年在美国发明，几十年来一直是美国儿童喜爱的零食。Crispy Rice Treat 是 Sweetgreen 的版本，由名厨 Malcolm Livingston II 于 2021 年发明。这个产品旨在比原版 Rice Krispies Treats 更加健康，同时保留了美味的口感和风味。
最初的 Rice Krispies Treats 由家乐氏公司于 1939 年在美国发明，几十年来一直是美国儿童喜爱的零食。Crispy Rice Treat 是 Sweetgreen 的版本，由名厨 Malcolm Livingston II 于 2021 年发明。这个产品旨在比原版 Rice Krispies Treats 更加健康，同时保留了美味的口感和风味。
For the lettering design part, the goal is to create an identity of a dessert category that can be ownable for Sweetgreen. I dived deep into the historical references, including type designs, posters, and advertisements from the mid and late 20th Century. Collect and analyze what type designs were related to food and can be nostalgic simultaneously. Those customized letterings with wobbly strokes would solve the challenge. These letters often have exaggerated tear drops with distorted stems. The counter space and lockup of the lettering are intended to look mushy together, mimicking how ingredients are attached. The yellow and brown colors from sweetgreen’s brand colors match some of the ingredients from the dessert.
因为想为 Sweetgreen 创造一个专属于其甜点类别的品牌标识。我深入研究了历史参考资料，包括 20 世纪中后期的字体设计、海报和广告。收集和分析了与食品相关、同时能引发怀旧感的字体设计。20 世纪中叶后很多极具特色的不规则笔画的定制字体给予我了很多灵感。这些字母通常有夸张的液滴形状和扭曲的字干，字母的空白和整体布局被设计得像是黏在一起的，模仿了食材之间相互结合的感觉。包装设计上的黄色和棕色是从 sweetgreen 品牌色彩中提出而出，并呼应了甜点本身原料的颜色。
因为想为 Sweetgreen 创造一个专属于其甜点类别的品牌标识。我深入研究了历史参考资料，包括 20 世纪中后期的字体设计、海报和广告。收集和分析了与食品相关、同时能引发怀旧感的字体设计。20 世纪中叶后很多极具特色的不规则笔画的定制字体给予我了很多灵感。这些字母通常有夸张的液滴形状和扭曲的字干，字母的空白和整体布局被设计得像是黏在一起的，模仿了食材之间相互结合的感觉。包装设计上的黄色和棕色是从 sweetgreen 品牌色彩中提出而出，并呼应了甜点本身原料的颜色。