A lot of brands say they’re fresh. Habit actually is. They make their ranch from scratch every day. They hand-mash their avocados. Their most popular side is tempura green beans, which tells you everything you need to know.

So instead of inventing some big, abstract idea of freshness, we took cues straight from their menu. But it’s bigger than an ingredient story. Fresh is a way of thinking. A way of doing. A way of being. It’s fresh like that.