Ever since entering the U.S. market in 2012, HelloFresh struggled to find its positioning in the American consumer’s mind. Despite being the global leader in meal kit delivery, its competitors, Plated and Blue Apron, had firmly established themselves as the “Kleenex” of the category. And with new start-ups beginning to crowd the market, it was critical they refresh their branding and launch a campaign that could define their voice.
When we put their logo on the same page as their competitors, the problems were quickly apparent. It didn’t jump out of the lineup. The type was hard to read. The shape was generic. And the only ownable mark said “leaf,” when it should have said “food.” It also lacked a consistent solution for horizontal spaces and living over photography.
The round shape and green color were already recognized, so we aimed to maintain that equity. To address the legibility, we started by stacking the words Hello and Fresh. This used the circular space more efficiently and increased type size by 47%. To draw emphasis on Hello, the most ownable part of the name, we introduced a friendly hand-drawn typeface. For Fresh, we applied an engineered font reminiscent of vintage farm signs to express that freshness and quality are fundamental. Setting the word mark at an upward angle created a distinctive positive energy and excitement.
And most notably, we transformed the recognizable round shape and green color into a lime, giving the new logo a zesty flavor.
The identity won the Silver Award in the Graphis Logo Design 9 Competition.
In the meal kit delivery category, packaging is king. Not only is it how the customer interacts with the brand, it’s an advertisement in itself, traveling from fulfillment centers to doorsteps and into homes.
HelloFresh’s packaging was brilliantly engineered to organize meals into separate containers that easily fit into refrigerators. But it lacked strong branding — a missed opportunity to connect with customers, build brand affinity, and strut some personality.
Leaving no surface unbranded, we covered the packaging in food facts and cooking tips, all expressed through whimsical typography and illustrations.
Now more than ever, people are living extremely busy lives. Ordering Seamless or eating out is the quick dinner solution, but it’s an expensive habit often served with a side of guilt. The healthy option of shopping for and preparing home-cooked meals would be great, but who’s got time for that? But with HelloFresh, you’re presented with the best of both worlds. Cooking Healthy Doesn’t Have to Be a Full-Time Job.
Using that thought as a leaping off point, our campaign demonstrates the perceived struggles of trying to cook healthier, whether it’s investigating product labels, inspecting produce, or finding the freshest meats. On TV, for example, a husband buys cookbooks by the armful, forages for mushrooms, and wades into the sea in an 80s-inspired montage, only to come home and see his wife has already effortlessly cooked dinner using HelloFresh.
This charmingly absurd campaign was also extended to radio, print, digital, and a colorful New York City subway takeover.
Since the relaunch of the brand in Q3 2016, HelloFresh has seen a 72% rise in sales.