HelloFresh Brand Refresh

For this major Q3 initiative, I co-developed the overarching visual concept to signal a new era for HelloFresh, driving the execution across a complete box redesign, updated product menu and marketing photography styles, and a unified creative system for the refresh campaign assets.

Brand Identity

• Art Direction

• Full-Funnel Visual Strategy

• Packaging Design

• Brand Identity • Art Direction • Full-Funnel Visual Strategy • Packaging Design •

The Setup

HelloFresh needed to shift consumer perception from functional convenience to an emotional connection with home cooking. The multi-million dollar, full-funnel campaign targeted prospects and former subscribers across four upgraded product pillars: health, convenience, taste, and experience.

The Challenge

My responsibility was to define the updated aesthetic guidelines, redesign the HelloFresh shipper box, and oversee the creative execution across all marketing channels. The challenge lay in signaling a definitive brand transformation through a fresh visual identity while remaining distinctly recognizable as HelloFresh.

How I Guided It

Visual Identity & Plate Styling: Collaborated directly with the photographer and culinary team to create a premium, authentic visual style. Directed plate styling that emphasized improved ingredient quality, like premium proteins, veggies, and seafood, while maintaining a warm, home-cooked feel.
DTC Packaging Design: Concepted and designed the flagship, next-generation DTC shipper box, creating a playful and elevated unboxing experience. This served as a primary physical touchpoint for the brand relaunch.
Full-Funnel Creative Direction: Directed and unified cross-channel design assets across the entire funnel. This included high-impact upper-funnel awareness, transparent mid-funnel testimonial layouts, and conversion-driven bottom-funnel partner offers.

📈 Performance Metrics

The refresh campaign assets drove an immediate commercial lift at launch, fueling an extraordinary +260% day-over-day surge in customer reactivations through our email channel.
Cohesive Brand Architecture: Delivered a flawless, unified brand presentation that seamlessly synchronized physical print assets, the rewritten customer welcome booklet, and the new shipper box with all digital and performance-marketing touchpoints.