Marketing

Chopped Leaf starts 2025 with rebrand

Photo: Chopped Leaf

January 9, 2025

Canada-based Chopped Leaf has rolled out a brand refresh featuring a new logo and updated interior design at its original location in Kelowna, British Columbia. The nearly 120-unit brand will extend the refresh to all marketing assets and collateral, packaging, uniforms and merchandise.

"Our mission is to change the perception of greens from health food to comfort food, and that means making greens craveable," Karen Paradine, head of marketing at Chopped Leaf, said in a company press release. "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."

The brand refresh was an evolution, not a revolution, according to Jean-Pierre Lacroix of Shikatani Lacroix, the agency behind the brand update.

New:Old:

"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," he said in the release.

It's critical for any restaurant brand to evolve and stay fresh, said Genti Kongjika, EVP, Chopped Leaf.

"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, Kongjika said in the release.