Just Salad Research,Strategy,Positioning,Branding,Packaging,Visual Design,Naming,Messaging,Website Design,Technical Development,E-Commerce,Retail,Campaign

Reclaiming a Seat at the Head of the Table

Just Salad, one of the first fast casual salad chains, was in need of a refresh. VMG assessed all major consumer touchpoints, from the brand to the retail experience to the menu. With the explosive growth of healthy fast casual options, all similarly claiming to be fresh, farm to table, sustainable, organic and on and on… a unique new brand platform was necessary to distinguish Just Salad and bolster growth. 

Through research and insights, VMG uncovered that a large portion of the fast-casual audience was intimidated by the wellness movement and struggled to find an entry point into the category. This audience wanted to take steps toward a healthier lifestyle but was not looking for a dietary revolution but merely an evolution. We brought this to life by creating a Healthy for Everyone platform that brought lofty yet commoditized category language down to earth. We worked with Just Salad Just to bring a modernized new look to its stores, put a new spin on typical category jargon with a brand voice that welcomed all customers, allowing them to define their own personal movement into health.