Protein Plates

Sweetgreen has long been recognized as a salad brand. But how do you shift that perception and show people it offers more than just salads? You introduce a new category focused on hearty portions of protein, chef-crafted ingredients, and no lettuce. We call these Protein Plates.

For this launch, we completely reimagined the photography style of our menu. Instead of the usual 3/4 angle shots, we chose to capture everything from an overhead view. This approach allowed us to better showcase each ingredient and ensure customers knew exactly what they were getting.

On the design front, our goal was to broaden the campaign's appeal, particularly among men. I selected a bold, heavy typography suite that aligned with the new category and gave it a more masculine feel.

The launch was a huge success, transforming how our audience viewed Sweetgreen. It also boosted our popularity for dinner and increased weekend transactions.