Panera CEO and founder Ron Shaich wanted to change the food system and confront the growing obesity epidemic. He committed to serving Americans 100% clean ingredients at all Panera cafes within 2 years to set an example to the industry. We introduced the promise of transparent ingredients with the conviction food as it should be.
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.
