What Handmade Sellers Can Learn from Sweetgreen’s Latest Merch Drop

Cheri Tracy
Nov 15, 2024
3 min read

Build a Brand Customers Know, Love, and Trust with Creative Merc

Merchandise is more than just a product—it’s a way to build a deeper connection with your audience. Sweetgreen’s latest holiday merch drop, featuring clever items like the “Kale Camo” hoodie and an oversized “Salad” tote, is a perfect example of how a brand can extend its identity into fun, offbeat items that customers love.

For handmade sellers, this is a golden opportunity to think beyond your core products and offer merchandise that aligns with your brand while delighting your audience. Here’s what we can learn from Sweetgreen’s approach and how to apply it to your handmade business.

Sweetgreen’s Winning Tactics

Tie Merch to Your Brand’s Identity
Sweetgreen stays true to its core values with merch that screams “healthy lifestyle.” Their “Kale Camo” hoodie and “Salad” tote resonate with their food-loving audience while offering items that are both functional and fun.
Create Buzz with Limited Editions
By launching their collection just in time for the holidays, Sweetgreen taps into the gift-giving spirit and creates urgency for customers to snag their favorite items before they’re gone.
Balance Practicality and Creativity
The merch collection blends everyday utility with quirky design, making it both functional and a conversation starter.
Extend Brand Reach
Sweetgreen uses merch to connect with its customers outside of the food space, turning fans into walking billboards and fostering a stronger emotional connection to their brand.

How Handmade Sellers Can Apply These Tactics

1. Align Merchandise with Your Brand

Your merch should reflect your brand’s values and personality. Think about what makes your business unique and how that can translate into a product your customers will want to own.

Ideas for Handmade Sellers:

If you create candles, offer branded matchboxes or wick trimmers.
For jewelry makers, design branded pouches or cleaning kits with your logo.
Selling natural skincare? Add custom washcloths or travel bags to your lineup.

2. Drop Limited-Edition Collections

Limited-edition merch creates excitement and urgency. Launch a holiday-themed or seasonal collection that complements your existing product line.

Ideas for Handmade Sellers:

Offer holiday packaging or exclusive designs tied to specific seasons or events.
Bundle your products with a piece of branded merch (e.g., a mug with tea or a tote with artisan soaps).

3. Focus on Functional Yet Fun Items

Customers love items that they can use while showcasing their favorite brands. Your merch should be practical but with a touch of whimsy to make it irresistible.

Ideas for Handmade Sellers:

Create tote bags, mugs, or aprons with clever sayings related to your craft.
Develop quirky keychains or pins that nod to your brand’s personality.

4. Use Merch to Expand Brand Awareness

Merch not only drives sales but also acts as a marketing tool. When your customers wear or use your items, they’re spreading awareness of your brand to new audiences.

Ideas for Handmade Sellers:

Encourage your customers to share photos of themselves using your merch and tag your business.
Run a giveaway featuring your merch to increase engagement and reach.

Action Plan for Handmade Sellers

Brainstorm Merch Ideas
Think about items your audience would love to use and that tie back to your brand.
Start Small
Test a small run of one or two merch items to gauge interest before scaling up.
Promote Creatively
Use social media, email campaigns, and live events to showcase your new merch. Highlight the story behind each item and how it connects to your brand.
Gather Feedback
Ask your customers what they’d like to see next. Their input can guide your future merch drops.

Build a Brand, Not Just a Product

Sweetgreen’s merch drop shows us the power of using fun, offbeat items to build a brand that customers adore. For handmade sellers, this is the perfect way to stand out, deepen customer loyalty, and extend your reach—all while having a little fun with your product line.

So, what merch will you drop? Start brainstorming, get creative, and watch your brand grow!