Autumn Harvest

Sweetgreen is known for our seasonal menu launches, but we took a year-long break to focus on menu innovation. After seeing countless requests on social media, we decided to bring them back with a fall menu centered around one of our most requested ingredients: maple-glazed brussels sprouts. This not only accelerated business momentum but also reinforced key elements of our brand identity.

The challenge was navigating a crowded market of fall flavors, which often feel one-dimensional—either indulgent or healthy, with little middle ground. That’s where the Autumn Harvest Bowl and Maple-Glazed Brussels Sprouts come in—two fan favorites reimagined with a fall twist.

Creatively, we wanted the campaign to evoke the cozy feel of fall without seeming basic or repetitive. We achieved this with a less conventional fall color palette, a fun yet nostalgic typography system, and, most importantly, visuals that make the food look irresistibly delicious.