Before / After
Just Salad
RECLAIMING CATEGORY LEADERSHIP Project: Brand Refresh Role: Creative Director Dreamed up in 2006, the healthy QRS had grown to over 80 locations worldwide while pioneering best-in-class sustainability measures, including the world’s largest restaurant reusable bowl program. And yet, for all its incredible standards Just Salad was not being seen as the category leaders they are. They needed to pivot from speaking sustainability to elevating the emotional core of their brand purpose and show up with a bold new perspective. Every element of the design system was intentionally created to create desire, excite the senses and capture the crave, with an irreverent tone right at home with their NYC roots. The relaunch saw a 3x return on investment with traffic to retail locations up and maintained. Sales increased +57% reaching $120 million, and they opened their 100th store, including their first drive-thru. The brand refresh won a Gold Anthem Award, a Gold Marcom Award, and a Silver Davey Award.
