Protein Plates

Sweetgreen has long been known as a salad brand. The challenge was shifting that perception and expanding what the brand could mean to customers. Protein Plates introduced a new menu category centered on hearty portions, chef crafted ingredients, and a no lettuce approach designed to feel satisfying, substantial, and dinner ready.

For the launch, we reimagined Sweetgreen’s menu photography from the ground up. Moving away from traditional three quarter angles, we captured each plate from an overhead perspective, giving every ingredient equal presence and helping customers clearly understand what they were ordering.

From a design standpoint, the goal was to broaden the category’s appeal, particularly among men. I developed a bolder, more confident typographic system that signaled substance and strength while remaining true to the brand’s core identity.

The launch successfully reframed how audiences viewed Sweetgreen, driving increased consideration beyond salads, strengthening dinner relevance, and contributing to higher weekend transactions.