Chopped Leaf, a Canadian fast-casual restaurant chain that is making healthy eating craveable, is rolling out a new look. The refreshed brand, featuring a new logo and updated interior design, was officially unveiled at Chopped Leaf’s original store in Kelowna, BC as part of their 15th anniversary celebrations last year, with a revitalized interior design, logo and signage. This year, the new look will extend to all marketing assets and collateral, packaging, uniforms, merchandise and more, the company announced in a news release.
“Our mission is to change the perception of greens from health food to comfort food, and that means making greens craveable” said Karen Paradine, head of Marketing at Chopped Leaf. “Our new look and design put our best attributes on display, highlighting that only Chopped Leaf delivers comforting, quality, fulfilling and flavourful greens for everyone.”
With over 118 restaurants across Canada and in the United States today, the company said it is renowned for its fresh and craveable salads, wraps & bowls that provide a feeling of overall goodness & fulfillment.
“It’s critical for any restaurant brand to evolve and stay fresh. We’ve done this while keeping true to our roots and maintaining the essence that makes Chopped Leaf unique and beloved by Canadians, and a rewarding franchise opportunity for entrepreneurs,” said Genti Kongjika, Executive Vice-President, Chopped Leaf.
“This brand refresh was an evolution, not a revolution,” said Jean-Pierre Lacroix from Shikatani Lacroix, the agency behind the brand update. “We ensured that Chopped Leaf’s brand attributes of fresh quality choppings, irresistible signature dressings, menu variety, fruit infused Chopped Water and the ‘Feel Good After You Eat’ tagline are showcased throughout the new design.”
New logo – a modern take that maintains the chain’s iconic colour palette, while introducing a new salad bowl icon. The new logo is being incorporated onto all signage, uniforms, packaging and merchandise as it’s rolled out across the chain.
New: 
Old: 
Updated Interior – welcoming and approachable with local “hello” signage, vibrant greens and warm wood tones, and a lower counter that showcases fresh, quality choppings, and allows customers and team members to better engage and interact.
The fast-casual restaurant chain has over 118 locations across Canada and in the United States, and is continuing to expand across North America and internationally, with more than 25 locations committed to open. Chopped Leaf is owned and managed by Innovative Food Brands.
Related Retail Insider stories:
