New Logo and Identity for Tender Greens by Pentagram

Established in 2006, Tender Greens is a group of fast-casual restaurants serving local, fresh food across 24 locations in California. Each restaurant is run by its own chef and the menus are different from each other, giving each location its own distinct, well, flavor. Next year, Tender Greens will open a location in New York and welcomes an investment from Union Square Hospitality Group, the group that brought Shake Shack to the world. The new identity for Tender Greens has been designed by New York, NY-based Pentagram partner Paula Scher (who also designed the Shake Shack identity). Sample of old look. The Tender Greens brand identity answers several challenges. The Tender Greens name has great equity with the restaurant’s existing following, but does not accurately convey the men