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.