MAD Greens
A system refresh for growth.
As MAD Greens prepared to move beyond its start-up stage and enter new markets, the brand needed more than a visual update. It needed a unified system capable of carrying the energy of the restaurant across every location, communication, and customer touchpoint.
Project Statement
MAD Greens was built around making fresh food feel healthy, approachable, and full of personality. The opportunity was to refine the emerging brand without losing the boldness that made it memorable, creating a clearer and more cohesive experience ready to support market expansion.
The refreshed system needed to work at every scale, from a promotional message or package in hand to the larger spatial experience of the restaurant itself. Each expression had to feel connected, recognizable, and adaptable as the concept grew.
Creative Direction
The creative direction amplified the energy already present in the MAD Greens name, then translated it into a more disciplined visual language. Identity elements, environmental graphics, packaging, print, digital creative, and promotional materials were brought together through a consistent system designed to feel fresh, spirited, and distinctly ownable.
Within the restaurants, graphics, signage, and branded touchpoints transformed the physical environment into an extension of the identity. Across every application, the work balanced personality with consistency, giving MAD Greens a flexible foundation for entering new markets without losing the character of the original concept.
Deliverables
• Identity Refinement
• Brand Visual System
• Interior Brand Environments
• Environmental Graphics
• Signage Systems
• Packaging
• Print Communications
• Digital Creative
• Promotional Campaigns
• Brand Collateral