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Pentagram Designer Behind Shake Shack’s Successful Branding Reveals Her Sequel
By Mikelle Leow, 10 Aug 2017
Composite image by DesignTAXI. Shake Shack logo via Shake Shack, Tender Greens logo via Tender Greens
Here’s a juicy piece of history not many people know about: the branding for top fast food enterprise Shake Shack was created for free. Pentagram partner Paula Scher was happy to lend her services to what was then supposed to be a small burger “shack” in her local park.
Who knew Shake Shack would end up being what it is today? With stores extending to Moscow, Istanbul, and Dubai, the brand’s iconic logo—which looks neon-lit even when rendered in ink—is now recognizable around the world.
Hoping Scher’s magic touch would once again propel the company to promising heights, Shake Shack’s founder Danny Meyer sought her help to rebrand one of his investments, Tender Greens.
The old Tender Greens logo resembled one of a salad bar. The real Tender Greens, however, is nowhere close to that—it’s a “bohemian, fine dining upgrade to Chipotle,” Fast Co. Design says.
The chef at each Tender Greens restaurant is given complete creative direction of their ever-changing menu; that would mean branding collaterals were required to be especially flexible.
Scher’s clever answer was to recreate the “g” of “Tender Greens” into an imagery of a crock and a plate. While the lettermark is simple and striking at the same time, the ‘plate’ lends a space for photos of each restaurant’s frequently updated menu.
Tender Greens co-founder Erik Oberholtzer expresses that Scher saw the brand in a way that even he did not articulate. “…She was like, ‘Your brand is all about the chefs and the chef’s kitchen. That’s the magic. That’s what differentiates you. We need to bring the public’s attention to that.’”
Do you think the Tender Greens rebrand will bring extra success to its table?
Old Tender Greens logo. Image by Tender Greens via Owler
New Tender Greens logo. Image via TenderGreens
[via Fast Co. Design, images via various sources]
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