Housing Complex

Business Branding, Fixie Edition

Kwame has his Escalade. Red Bull has their cute little bugs. Lots of companies and candidates advertise their brand through their choice of transportation–but the salad and yogurt joint Sweetgreen is the first I've seen to put their logo on a grassy-colored fixed gear bike. This one, which sat locked outside the Dupont shop all through the busy lunch hour yesterday, doesn't appear to have delivery duties, like the duct-taped mountain bikes chained outside most Chinese take-out places. Rather, it's just there to suggest to passersby that hip, healthy, fixie-riding people might eat there, and they should too.

Mmm salad. (Lydia DePillis)

Mmm salad. (Lydia DePillis)

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