The work
Eat your greens
- Client
- Salad!
- Industry
- Food and beverage
- Date
- August 2025
About Salad!
A lunch chain that had spent five years apologising for being healthy.
Salad! was competing with sandwiches by pretending to be one. We took the opposite view: lean into the thing the name already says, and stop hedging on the menu board.
The challenge we take on
A category where healthy is treated as a compromise to be disguised.
The brand's own research showed customers chose it deliberately and felt good about it — and the communication was busy hiding exactly that. Correcting the tone meant rewriting everything from the app to the paper bag.
The tone
Said the way your grandmother said it, and meant the way you now agree with.
The line reclaims an instruction everyone has been given and nobody enjoyed hearing. Used as the brand's whole posture, it turned a defensive category into a confident one.
The application
Rebuilt from the paper bag outwards.
Menu boards, packaging, app copy and staff scripts were rewritten together rather than in sequence. The brand now sounds the same whether it is being read, heard, or handed to you.
KPI
Performance snapshot
+33%
Average basket
Growth in spend per transaction after the menu and packaging relaunch
+41%
App orders
Increase in orders placed through the brand's own app rather than aggregators
+19%
Repeat visits
Rise in customers returning within a fourteen-day window
27
Sites relaunched
Full estate converted to the new identity within a single quarter