MIXT
2023-
I’ve led brand and visual directions at MIXT since mid-2023, shortly after the salad chain rebranded. The original salad makers have a long history as the most frequented lunch spot in San Francisco’s Financial District, but as the brand matured, its product positioning has evolved from fresh + functional meal fixes to sustainability-forward, chef-driven food with people-centric service.
Core Brand Highlights:My role is first and foremost devoted to streamlining and elevating brand and art direction standards supporting the core MIXT brand, including messaging, packaging, UI, and photography. This means updating brand guidelines, redeveloping core brand marketing collateral, redesigning their native ordering platform and app, and directing photoshoots.
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Picnic Season:Every year in the first week of May, MIXT has the unique opportunity to reintroduce themselves with a Spring and Summer campaign that spotlights seasonal occasions and new menu items, for which we develop unique looks that stay rooted to the core brand. I set guardrails for how to use new palettes, display fonts, and other graphic extensions intentionally to create visual excitement across channels that promote our seasonal offerings while collaboratively crafting strategic marketing initiatives that drive trial, sales, and acquisition.
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Cozy Season:At the end of Picnic season, we do it again and design a new system of aesthetics for Fall and Winter. Old seasonal offerings come off the menu and new ones take their place, and the same goes for the visuals that promote them. Designing with the seasons allows MIXT to message with trends while enabling gradual evolutions and situations to the brand beyond our core offerings.
Elizabeth Turner Salad:MIXT partnered with influencer and psychotherapist Elizabeth Turner to create a limited-time vegan salad. We built a visual look that distinguished the unique product from our core offerings, and curated an event for Elizabeth and her friends to celebrate the launch.
Additional Partnerships:MIXT also worked with a host of other ecomm and lifestyle brands on initiatives that reinforced our position in today’s foodie landscape while elevating our perception as lifestyle brand as well as a functional and delicious meal fix. While all assets shown are designed by me, I also coordinated photoshoots and led art direction throughout each partnership.