BRAND
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IDENTITY
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SYSTEMS
The Joy of Greens
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2
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/ About the project
Sweet Greens is a new product line developed under the Amazing Grass brand, created to introduce a more expressive, flavor-forward entry point into daily greens for a younger audience.
The goal was not to reinvent wellness, but to shift how it feels, moving greens away from discipline and toward something vibrant, approachable, and emotionally engaging, while remaining grounded in the credibility of Amazing Grass.
/ Brand
Amazing Grass
Wellness, reimagined as flavor, feeling, and enjoyment.
/ Defining a Distinct Voice
Sweet Greens required a shift in how the brand showed up emotionally. The expression moved away from a primarily functional, wellness-led tone toward something more expressive, flavor-forward, and enjoyable, while remaining grounded in the credibility of Amazing Grass.
The direction focused on defining a voice that felt playful, sweet, and confident without becoming juvenile or disconnected from the parent brand. Tone, visual energy, casting, and messaging were shaped to feel lighter and more culturally current while still clearly belonging within the Amazing Grass world.
The work established a shared language that could adapt across copy, visuals, and content, allowing the brand to remain consistent while evolving across platforms and formats.
/ TRANSLATING THE VOICE ACROSS DIGITAL TOUCHPOINTS
With the voice defined, the focus shifted to how it would live across real digital environments. The expression was designed to adapt across content, commerce, and campaign moments while remaining cohesive, recognizable, and true to the Sweet Greens world.
/ BUILT TO SCALE AND EVOLVE
Sweet Greens was designed with longevity in mind rather than a single launch moment. By grounding the expression in clear emotional and visual principles, the brand gained the flexibility to grow, adapt, and expand across future platforms without fragmenting its identity.
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