Challenge

As a go-to quick spot for healthy food near the University of Michigan campus, the traditional Salads UP customer base was composed of predominately business travelers. Salads UP was seeking to increase brand loyalty and build a new base of repeat customers.

Solution

The solution was to appeal to the needs of University of Michigan students: fast, healthy, and customizable. Our approach was to deconstruct the products into their freshest ingredients alongside school- and campus-related imagery to localize Salads UP and show how eating healthy can fit into a busy U-M student’s lifestyle.

Deliverables

• Photography

• Art Direction

Copywriting (Social)

Hannah Triester

By pairing Salads UP products with iconic U-M imagery, from the Michigan “M” on the diag, to the undeniably-college red solo cups, to the campus squirrels (known for really bulking up for the extreme winters), we created a relationship between the Salads UP brand and the U-M campus. This connection helped students visualize Salads UP in their daily, often jam-packed routines.

As a health-focused brand, Salads UP was seeking to emphasize its natural quality. To communicate just how fresh their food is, we deconstructed their smoothies and salads into their purest form: the ingredients themselves.