Rebrand
2021
Campaign Design, Art Direction, 品牌推广设计、艺术指导
sweetgreen worked closely with COLLINS to reimagine its brand idea and appearance. Under the new brand guidance, the sweetgreen brand studio designed all the brand touchpoints—from store signages to menu boards, employee shirts to bags, the digital app to the website.
经过sweetgreen 与 COLLINS 将近一年的密切合作，对 sweetgreen 品牌进行了重新构想。在全新的品牌指导下，sweetgreen 的品牌工作室设计了所有品牌接触点——从店内标牌到菜单板，从员工服装到购物袋，以及从数字应用程序到网站。
sweetgreen team:
Executive Creative Director: Thomas Wilder
Director of Brand: Emily Morris
Design Director: Brian Okarski
Copywriter: Marisa Aveling
Art Director: Joanna Hsu
Senior Designer: Melanie Weiner
Designers: Yi Mao, Raymund Ramirez
Brand Managers: Kyra Peckaitis, Eric Estroff
Producers: Jessica Waligora, Danny Tran
Photographer: Nicholas Scarpinato
Web Design: Fictive Kin
Executive Creative Director: Thomas Wilder
Director of Brand: Emily Morris
Design Director: Brian Okarski
Copywriter: Marisa Aveling
Art Director: Joanna Hsu
Senior Designer: Melanie Weiner
Designers: Yi Mao, Raymund Ramirez
Brand Managers: Kyra Peckaitis, Eric Estroff
Producers: Jessica Waligora, Danny Tran
Photographer: Nicholas Scarpinato
Web Design: Fictive Kin
COLLINS
Sanuk Kim, George Lavende, Zuzanna Rogatt, Tomas Markevicius, Eric Park, Tom Eli, Madeleine Carrucan, Dashiell Alison, Ann Kim, Antonia Laza, Alex Wallace, Mari Juliano, Min He, and MCKL Type
Sanuk Kim, George Lavende, Zuzanna Rogatt, Tomas Markevicius, Eric Park, Tom Eli, Madeleine Carrucan, Dashiell Alison, Ann Kim, Antonia Laza, Alex Wallace, Mari Juliano, Min He, and MCKL Type
Some of store signages are rendered with Cinema4d and Arnold Renderer. Images were created through compositing 3D models with Camera Calibration tool in Cinema 4D.
部分店内标牌使用 Cinema4D 和 Arnold Renderer 渲染完成。图片通过将 3D 模型与 Cinema 4D 中的相机校准工具进行合成创建。
部分店内标牌使用 Cinema4D 和 Arnold Renderer 渲染完成。图片通过将 3D 模型与 Cinema 4D 中的相机校准工具进行合成创建。
品牌重塑过程中一个较大的挑战是创建一个复杂且完善的设计体系。这个体系需要被应用于 sweetgreen 各地门店和总部总计数百种物品上。这些物品中包含包装、门店标识、菜单、店内标识等等。最终的解决方案是为字体和颜色赋予特定的意义和功能，使设计元素能够与物品的实际功能、品牌的语调等需求相匹配。