sweetgreen
2022 Winter Season

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2022

Branding, Campaign Design, Creative Art Direction, 品牌设计、品牌宣传活动设计、艺术指导

Greetings from sweetgreen—the winter destination where you can have it all. Here we thrive year round, not just seasonally, and nourish ourselves the right way to make sure of it. How, you ask? By winterizing salad. What does this mean, you say? By adding extra heartiness and comforting flavors to every bowl.

For most, winter is synonymous with hibernation. A time to slow down, and even stop. But not us. We’re truly living, laughing, and—you guessed it—loving these colder months by listening to what our bodies need.

Find exhilaration in extra scoops of crispy rice. Luxuriate in soft pillowy bed of sweet potatoes and embrace all that this season offers. Don’t wilt in winter—make salad your first resort.

请把 sweetgreen 想象成一个冬季目的地，在这里你可以拥有一切。我们不仅在每一季中茁壮成长，而是全年如此，并用正确的方式滋养自己来确保这一点。你问怎么做到的？答案是给沙拉“冬季化”。你会问这是什么意思？就是在每一碗沙拉中加入更多的丰厚感和舒适的风味。
对大多数人来说，冬天意味着冬眠，是放慢脚步，甚至停下来的时候。但我们不是。我们真正享受生活、欢笑！在寒冷的季节中聆听身体的需求，热爱这一时光。体验额外的脆米粒带来的刺激感，沉浸在甜软的红薯床中，拥抱这个季节所提供的一切。不要在冬天“枯萎”——让沙拉成为你冬季的首选！

sweetgreen team:
Creative Director: Brian Okarski
Creative Director of Narratives: Marisa Aveling
Copywriter: Jolene Wright
Art Director: Joanna Hsu
Art Direction Assisting & Design: Yi Mao
Brand Manager: Annie Lee
Integrated Producer: Erin Fitzpatrick
Photographer: Mari Juliano

The winter menu highlights the Crispy Chicken Salad and Miso Bowl as the main items with Miso Roasted Veggies being the side dish.
2022年冬季菜单重点推出了脆皮鸡肉沙拉和味噌碗作为主菜，搭配味噌烤蔬菜作为配菜。

In order to visualize sweetgreen being the winter destination, design and art direction weigh in to create a whole new visual language. Setting sweetgreen itself as the winter resort with a retrospective asetheic of the 1950s and 60s, this new language system include assgining colors and patterns for each item as well as creating unique type treatment. Art direction also maintain props, wardrobes, and all production details correlate with the winter and resort setting.
为了将 sweetgreen 作为冬季目的地进行视觉化呈现，设计和艺术指导共同打造了全新的视觉语言。以 1950 年代和 60 年代的复古美学为基础，将 sweetgreen 本身设定为一个冬季度假胜地，这套全新的语言系统包括为每个产品分配特定的颜色和图案，并创造独特的字体处理方式。艺术指导还确保道具、服装和所有制作细节与冬季及度假主题相呼应。