Tendergreens – Rebranding



Paperwhite Studio

Art director: Hugo Chevallier
Designer: Delphine Legrand

Established in 2006, Tendergreens 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.
For the extension of the brand to the East Coast market, Tendergreens worked in collaboration with Paperwhite-Studio to reposition and rebrand the identity and collaterals originally designed by Pentagram partner Paula Scher.