We developed new ideals for food that focused on the rituals of togetherness, slowing down and the messiness of real life. To signal the shift, we introduced a new visual language and voice. The work came to life with delightful natural imperfections, a sense of relaxed joy and togetherness. The new color palette and design language celebrated a casual spirit across the brand experience.
In cafes, employees took pride in clean ingredients. We designed new menu iconography to reflect the same fundamentals: simple and joyful, but never perfect.