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Sweetgreen apparent a rebranding, which includes a new logo, uniforms, abundance attending and agenda architecture Wednesday.
“At Sweetgreen, we actualize adventures that affix aliment and ability together, and we appetite this cast character to advice re-imagine what the fast-food industry looks like in the years to come,” said Nathaniel Ru, co-founder and arch cast officer.
Over the accomplished year, the Culver City, Calif.-based cast has been crafting its new cast character internally to refocus on “connecting bodies to absolute food,” according to a agent for the company.
The new redesign is meant to highlight its “food ethos, which celebrates seasonality, bounded sourcing and transparency,” as able-bodied as its “sustainability initiatives and advancing adventure to carbon neutrality,” according to the company. Sweetgreen apprenticed to be carbon-neutral by 2027 in February of this year.
The capital aberration is the company’s logo. While still all lowercase letters, the name is now in a bright, electric blush that bounces off the archetypal aphotic blooming of Sweetgreen.
Below: Old Sweetgreen logo (left), new Sweetgreen logo (right).
The new accomplishments blush has been called “kale” by the brand, a applicable name for a bloom company’s abject logo. Additionally allotment of the redesign are new uniforms for advisers in the aphotic and adhesive blooming combination.
Along with the logo, new aliment photography puts the capacity advanced and centermost of anniversary photo; one photo appearance David Chang captivation kale.
As a tech-forward brand, the company’s centralized app was additionally allotment of the rebrand, including a new blush scheme, chantry and fun illustrated elements, like an Uber disciplinarian active a behemothic radish in their car.
The fast-casual cast gave barter a aboriginal blink at the new cast character in a promotional video with tennis superstar Naomi Osaka in account of her new bloom on May 20, apparent actuality on Instagram.
To architecture the new cast identity, Sweetgreen formed with COLLINS, a San Francisco and New York–based firm, to acclimate the brand’s concrete abundance architecture and signage systems, marketing, advertising, amusing channels, agenda products, packaging and team-member uniform.
The aggregation said it hopes to cycle the new architecture out at locations beyond the country over the abutting few years.
The meal in accord with Naomi Osaka was appear in aboriginal May, back she was additionally called the brand’s youngest broker and aboriginal civic amateur ambassador.
“I’m appreciative to accompany armament with Sweetgreen to change the way the apple thinks of acceptable fast-food sponsorships. As an athlete, what I put into my anatomy anon correlates to how I accomplish and bistro delicious, advantageous foods fuels my circadian routine,” Osaka said at the time. “I’m aflame about the assignment we’re accomplishing calm to actualize a absolute impact.”
Sweetgreen is reportedly gluttonous an IPO, according to assorted reports. As of May 2021, the 121-unit aggregation is abreast held.
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