Autumn Harvest

Sweetgreen is known for its seasonal menu launches, but after taking a year long pause to focus on menu innovation, the brand brought them back in response to strong customer demand. The fall menu centered on one of the most requested ingredients, maple glazed Brussels sprouts, reintroducing seasonal offerings in a way that felt both familiar and renewed.

The challenge was standing out in a crowded fall flavor landscape, where campaigns often lean either overly indulgent or strictly healthy. The Autumn Harvest Bowl and Maple Glazed Brussels Sprouts were designed to live in the space between, offering comfort and warmth without sacrificing freshness or balance.

Creatively, the goal was to capture the feeling of fall without relying on expected tropes. We developed a less conventional seasonal color palette, paired with a playful, nostalgic typographic system and rich, crave forward visuals that put the food front and center.

The launch helped reignite excitement around Sweetgreen’s seasonal menus, driving renewed engagement while reinforcing the brand’s ability to balance innovation, craveability, and restraint.