![The Way to Salad](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_3840x1440_cover.jpg?w=1680&h=704&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=e4483d2fcb19f16d817e97cca5b99788 1680w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_3840x1440_cover.jpg?w=3360&h=1408&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=941010212936ef96cb2cd4110a17dd03 3360w)
— Mixt —
The Way to Salad
MIXT wanted a brand identity as fresh as the salads they sell. As massive fans - particularly of the Beetnik with roasted golden beets, savory herbs, and balsamic vinaigrette - we were happy to deliver.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Billboard_2_3200x1800.png?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=e567b71a892f57bca06a1408532d05ff 1600w)
MIXT is the OG of salad joints. It was founded in San Francisco in 2006 when salad was thought of as a side, not as a “real meal”. And it hit big, now boasting 18 locations.
Pre-pandemic, you’d see MIXT fanatics lined up around the block. But radically reduced downtown street traffic - and several copycat salad competitors - took their toll.
It was time to put some new dressing on a great salad. It was time for a rebrand.
- Branding
- Identity Design
- Photography Library
- Communication Design
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Bus_Shelter.png?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=8e753d04d688aefedc463bbbbb2fb754 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Bus_Shelter.png?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=4809b3fcbb582ed34d76b44454bfd302 3200w)
Instead of shooting bespoke, stylized images that have limited use, we found a more flexible way to capture imagery. We created a new system to photograph individual food items and ingredients – out of which any arrangement could be built, from simple to elaborate.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Sample_Arrangement_01_small.gif?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714074145&s=b515c5e8d968ea3c288b5115f3c1976c 1068w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Color_Wheel_small.gif?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714074144&s=56fc7788a76e4fa42636fd95cbc8735d 1068w)
In addition to establishing new brand colors, MIXT wanted a way to create custom palettes for various seasons and future campaigns. So we invented a simple system for that purpose. With the MIXT color wheel, you start with an initial “hero” color and then source a secondary color by turning the color wheel 55º and mixing that shade with one of the brand colors. The result? A new and unique 5-color palette for any season or campaign.
Style and simplicity is the best way to describe MIXT typography. We used GT Super Display as our main headline typeface and paired it with an existing secondary font from their logotype. Referencing expressive serifs from the 1970s and 80s, it gave the MIXT work an instant refresh that was both nostalgic and contemporary at the same time.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_2-3_2136x1800_type.jpg?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073762&s=06984d85efb6b257d9ccf5d97749196f 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_2-3_2136x1800_type.jpg?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073762&s=d11c48462c722a5adfe8cc411180a93f 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Full_3200x1800-logos.jpg?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=0ca2ccaadf611f206d8027fef203792d 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Full_3200x1800-logos.jpg?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=9037ba906dbfd4b6d810cb59b82edabb 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Pattern_small.gif?w=1000&h=1000&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714074145&s=daad62af92eae630af7009c2168465dc 1000w)
We also created a set of custom patterns by deconstructing the bowl in the MIXT logo. These patterns are as flexible as the color palette and can be rebuilt for any season and any campaign.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_pattern_post_Fall.png?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=9df1f5e502ea40c78af989df3552a041 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_pattern_post_Fall.png?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=787a11257206da6ffee69afb445b5be1 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_StreetPoster.png?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=3a344e8085f082a098fceb50ce0d64ae 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_StreetPoster.png?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=db09a0c5985277ded68f2d30f149a262 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Banner_iPhone13_green.png?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=5355ed2da41aab08545774ca50dbbf18 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Banner_iPhone13_green.png?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=02d8b48765f221d15584c475920dc720 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_SocialCarousel_phone.jpg?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=b3c8a727dd399a8388357acc391616d0 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_SocialCarousel_phone.jpg?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=0c7f8abb2ee84bf3a652f2642938a562 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Site_MacBookPro.png?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=55010a2336c741d81cb3a461421ba1db 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_Site_MacBookPro.png?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=a0123eca4a151d041e0a5b34f9e18e0f 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_App_two-screens.jpg?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=d0230553df50bd5304f7784d71a369a2 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_App_two-screens.jpg?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=09f9641f48dcb8a7ed379a2fabec57e3 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Wall_Art_LayeredNeon_Small.gif?w=1000&h=1000&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714074144&s=f3540688073b1d7f211a750bc5c6b65e 1000w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_In_Store_Wall_Template.png?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=efa83a0c9b35949b240f4686e8b634a6 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_In_Store_Wall_Template.png?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073761&s=08fbb8229650f2445873c972befd98a2 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Bags_2136x1800.jpg?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=fb414b0f30c7a9655457055e3c4c4f89 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Bags_2136x1800.jpg?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073758&s=e4638be321b6415fae914ff57eb55299 2136w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Full_3200x1800-buttons.png?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073760&s=af822b3a3ae6988d600b19ff4e1f5726 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/Mixt_Full_3200x1800-buttons.png?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073760&s=aace5311ddce1bf75b31dbd7b6deaafa 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_site_1800x1800.gif?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=57ea772d08b22864e4025de57b22cdae 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/Mixt/MIXT_site_1800x1800.gif?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073759&s=f525e395d9df5971f1e9baf5f6a5bdd0 2136w)