In support of the salad-chain company, Sweetgreen's first item in their dessert category since 2014, I designed the lettering as well as the packaging design. The "sweet treat" is the name of the brand's dessert series. As for today, the Crispy Rice Treat is the first and only item in this category. This dessert is meant to create a healthy yet craveable take on this nostalgic treat. It is made with organic brown rice, quinoa, millet, and honey-date caramel. In the future, there is a potential that more items will be invented for Sweetgreen's dessert category.

Work description and creative idea

Supporting Sweetgreen in introducing the first item of its dessert category, the team was asked to design the category name as well as the packaging. This lettering for the dessert category is inspired by groovy handwritten letters between the 1950s and 1980s, which carry characteristics of joy and rhythm. It is supposed to be fun and nostalgic, reminding the audience of their favorite snacks from childhood.

As for today, the Crispy Rice Treat is the first and only item in this category. There is a potential that more items would be invented for Sweetgreen's dessert category.

Design solution

The goal is to create an identity of a dessert category that can be ownable for Sweetgreen. I dived deep into the historical references, including type designs, posters, and advertisements from the mid and late 20th Century. Collect and analyze what type designs were related to food and can be nostalgic simultaneously. Those customized letterings with wobbly strokes would solve the challenge. These letters often have exaggerated tear drops with distorted stems. The counter space and lockup of the lettering are intended to look mushy together, mimicking how ingredients are attached. The yellow and brown colors from Sweetgreen's brand colors match some of the ingredients from the dessert.

Cultural context

The original Rice Krispies Treats were invented in 1939 in the United States by the Kellogg Company. It has been a favorite snack item for kids in the U.S., generation by generation. The Crispy Rice Treat is Sweetgreen's version invented by celebrity chef Malcolm Livingston II in 2021. This item is meant to be healthier than the original Rice Krispies Treats while maintaining great flavors and textures.

The original Rice Krispies Treats were invented in 1939 in the United States by the Kellogg Company. It has been a favorite snack item for kids in the U.S., generation by generation. The Crispy Rice Treat is Sweetgreen's version invented by celebrity chef Malcolm Livingston II in 2021. This item is meant to be healthier than the original Rice Krispies Treats while maintaining great flavors and textures.