Creative Director • Senior Art Director • Brand Designer
GoToFoods — Jamba & Moe's Southwest Grill
GoTo Foods owns some of the most recognizable names in fast-casual, and my job is the unglamorous magic that makes a national brand system actually survive contact with a real store: a menu board, a loyalty app, an email a guest almost doesn't open. I work across two of their brands, Jamba and Moe's Southwest Grill, doing the kind of design that lives in the gap between what a brand playbook promises and what a customer actually sees.
Agency
Go To Foods
Team
Creative Director/ Designer: Jenna Shoop
Year
2026
Jamba
On Jamba, the work spans the full guest lifecycle. I designed the Jamba Rewards identity and experience, then built out the emails that carry people through it end to end, welcome journeys, win-back and reactivation campaigns, and a loyalty refresh that kept the program feeling current.
In stores, that meant point-of-purchase and menu panel design season after season, smoothies, bowls, bites, and specialty drink platforms like Cloud Whip and Over Ice, plus seasonal moments like the Spa Weekend campaign, all built to hold up at full scale on an in-store panel and still feel light, sunny, and unmistakably Jamba. I also worked directly from Jamba's 2026 brand playbook update to keep every piece of that system current as the brand itself evolved.
Moe's Southwest Grill
On Moe's, I worked from their brand playbook to design menu systems that needed to do a lot in a small space, full in-store and digital menu layouts, wireframed and refined through multiple rounds, built around Moe's bold, dimensional brand typography and graphic elements.
It's a different muscle than lifecycle email: menu design lives or dies on hierarchy, legibility from six feet away, and making forty menu items feel like an easy decision instead of an overwhelming one.
What both brands get from me is the same thing: a designer who can hold a national brand system in one hand and the reality of a single storefront or inbox in the other, and make sure neither one gets lost translating to the other.