GrandArmy developed a new brand positioning and identity system for sweetgreen, including an updated logo, custom typeface, and brand guidelines. The work also encompassed packaging, a community-inspired brand film, and design consultation for sweetgreen's Dumbo, Brooklyn store.
COLLINS partnered with Sweetgreen to evolve its brand system as the company prepared for its IPO. The new identity celebrates real ingredients, handcrafted care, and community connection through vintage-inspired illustrations, earthy colors, and a flexible design system that scales across digital and physical touchpoints.