Operations

Mendocino Farms reveals brand refresh

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January 18, 2022

California-based Mendocino Farms, which serves sandwiches and salads, has rebranded to focus on "reimagining the intersection of food and community," CEO Kevin Miles said in a company press release.

"Our drive for culinary exploration coupled with our warm hospitality has won guests' hearts — and taste buds — over, proving that customers want more than just great, quality food," he said. "Our new brand identity reflects our future as a leader in the fast-casual space, especially as we introduce ourselves to guests in new markets. We want to continue showcasing how quality ingredients, creative flavor combinations and human connection come together to create more than a restaurant, but a gathering place where people can fuel the all-around best version of themselves."

Changes included:

• Name: Formerly Mendocino Farms Sandwich Market, the shortened name allows the salads and bowls to shine as much as the brand's signature sandwiches with a twist.
• Brand identity: The refreshed logo pairs the iconic blue cow with a bold modern font that feels as fresh as Mendocino Farms' ingredients. Guests will spot the new look on everything from social and online channels to packaging and team member uniforms.
• In-store design and guest experience: Updated design elements will create a more open, inviting environment across all stores, including a color palette that blends the bright signature "Mendo blue" with a darker blue and other warm rich earth tones. It also has enhanced interior and exterior signage to support a more clear, convenient experience.
• Digital updates: An improved online experience across the website and in-house app is in the works with the goal of making it even easier for guests to order on-the-go through their My Mendo accounts.
• Menu offerings: Although many classics will remain, new items will arrive every six to eight weeks.

Mendocino was founded in 2005 and now has 42 locations.