Aki + Koichi

For the fall harvest launch, the goal was to create a campaign that felt as iconic as Sweetgreen’s most beloved menu item. We centered the work around Aki and Koichi, a duo as recognizable as the dish itself and longtime Sweetgreen customers of over a decade.

The idea was rooted in Sweetgreen’s belief that food is about more than what’s on the plate. It’s about community, culture, and where ingredients come from. To bring that philosophy to life, we photographed Aki and Koichi on Sweetgreen’s Brussels sprout farm, Dynasty Farms in Santa Maria, California, placing real people at the heart of the sourcing story.

By pairing two of Sweetgreen’s original fans with the farms that grow its ingredients, the campaign created a meaningful connection between customer, product, and place. The result was a warm, authentic story that celebrated the people behind the brand and reinforced Sweetgreen’s commitment to transparency, seasonality, and community.