sweetgreen Rebrand
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.
Year: 2021
sweetgreen
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
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.
One of the challenges was creating a design system that can be applied to hundreds of items across sweetgreen stores and the headquarter. The solution was to assign meanings and functions to typefaces and colors so that design elements can work accordingly with the brand tone of voice.
