# sweetgreen Brand Voice Guidelines

## Communication Style

**Overall Tone and Personality:**
sweetgreen's voice is **fresh, vibrant, and energetic**, reflecting the quality of its ingredients and the positive impact of its food. It's **friendly, inviting, and approachable**, aiming to build a connection with its audience. There's a subtle playfulness and enthusiasm, particularly when discussing community or convenience. The brand is **direct and clear**, prioritizing ease of understanding and action.

**Key Stylistic Elements and Patterns:**
*   **Concise and Punchy:** Headlines and key messages are short, impactful, and often benefit-driven (e.g., "SUNSHINE IN A SALAD").
*   **Ingredient-Focused Detail:** Descriptions highlight fresh, high-quality ingredients with specific, appealing adjectives (e.g., "Antibiotic-free roasted chicken," "organic shredded kale," "Refreshing crimson clover tea mixed with bright berries and tangy hibiscus").
*   **Action-Oriented Language:** Strong verbs drive engagement and guide the user (e.g., "Order now," "Let us know," "Follow along").
*   **Benefit-Driven Messaging:** Content often emphasizes what the customer gains, whether it's convenience, health, or a positive experience (e.g., "keep your workplace working," "fuel up with subsidized meals").
*   **Direct Address:** Uses "you" and "your" to speak personally to the audience.

**Vocabulary Preferences and Word Choices:**
*   **Freshness & Natural:** organic, roasted, shredded, chopped, spring mix, plant party.
*   **Positive & Energetic:** sunshine, vibrant, refreshing, bright, tangy, firing on all cylinders, fuel up.
*   **Simple & Accessible:** Avoids jargon, opting for clear, everyday language.
*   **Specific Food Terms:** Utilizes precise culinary terms where appropriate (e.g., vinaigrette, focaccia, portobello mix).

## Content Patterns

**Common Themes and Topics:**
*   **Fresh, Healthy Food:** The core message, emphasizing real ingredients and delicious, wholesome meals.
*   **Convenience & Accessibility:** Easy ordering, delivery options, and solutions for busy lifestyles (e.g., Outpost, Catering).
*   **Community & Connection:** Engaging with customers about new locations, team opportunities, and shared values.
*   **Transparency & Process:** Offering glimpses "in the lab" or into the kitchen, highlighting quality and craft.
*   **Innovation & Newness:** Announcing new menu items, store openings, and special promotions.

**Structural Approaches to Content:**
*   **Headline-Description-CTA:** A prevalent structure for menu items and feature spotlights.
*   **Ingredient Lists:** Clear, bulleted or comma-separated lists for meal components.
*   **Problem-Solution:** For B2B or workplace offerings, framing how sweetgreen solves a need.
*   **Engaging Questions:** Used to invite participation and feedback.

**Call-to-Action Styles and Patterns:**
*   **Direct and Unambiguous:** "Order now," "Let us know," "Find out more," "Follow along," "Sign up."
*   **Visually Supported:** Often includes an arrow (→) for a clear directional cue.
*   **Prominently Placed:** CTAs are typically found immediately after the relevant content, making the next step obvious.

## Audience Interaction

**How the Brand Addresses its Audience:**
sweetgreen addresses its audience directly and personally, using "we" to represent the brand and "you" or "your team" to refer to the customer. The brand speaks as a helpful, enthusiastic partner.

**Level of Formality and Relationship Style:**
The relationship is **casual but respectful**, friendly and approachable without being overly informal or slangy. It's a brand that values community and seeks to build a genuine, supportive connection with its customers, like a trusted friend who also happens to be an expert in fresh food.

**Engagement and Conversation Patterns:**
sweetgreen actively seeks engagement through:
*   **Direct Questions:** "Where should we open next?"
*   **Invitations to Participate:** "Come join our team," "Follow along," "Sign up for exclusive promos."
*   **Social Media Prompts:** Directing users to platforms like TikTok for tutorials and behind-the-scenes content.
*   **Newsletter Sign-ups:** Encouraging ongoing communication and loyalty.

## Guidelines & Examples

**Do's:**
*   **Be Positive & Uplifting:** Infuse communication with a sense of brightness and energy.
*   **Highlight Freshness:** Emphasize the quality, source, and natural goodness of ingredients.
*   **Be Direct & Clear:** Get straight to the point, making it easy for the audience to understand and act.
*   **Sound Inviting & Inclusive:** Encourage participation and make everyone feel welcome.
*   **Use Descriptive Language:** Appeal to the senses (taste, sight, smell) when describing food.
*   **Keep it Concise:** Short sentences and paragraphs are preferred for web and mobile readability.

**Don'ts:**
*   **Be Overly Formal or Stuffy:** Avoid corporate jargon or overly academic language.
*   **Sound Generic or Bland:** Every piece of content should reflect sweetgreen's distinctive, fresh personality.
*   **Make Unsubstantiated Claims:** Be honest and transparent about ingredients and processes.
*   **Be Passive or Ambiguous:** Always guide the audience towards a clear next step.
*   **Use Slang or Trendy Jargon:** Maintain a timeless, approachable tone.

**Example Phrases and Expressions:**
*   "SUNSHINE IN A SALAD"
*   "bring the plant party"
*   "keep your team firing on all cylinders"
*   "Step inside the sweetgreen kitchen"
*   "Refreshing crimson clover tea mixed with bright berries and tangy hibiscus"
*   "fuel up with subsidized meals"

**Content Types and Formats:**
*   Website marketing copy (homepage, landing pages)
*   Product and menu descriptions
*   Email newsletters and promotional campaigns
*   Social media posts and interactive content (e.g., TikTok tutorials)
*   Career and recruitment messaging
*   Catering and workplace solutions collateral