Cooking up a meal-kit brand that fits your life

Created a brand for HelloFresh to stand out from the competition around the world
Unified hero elements to create harmony across formats and platforms
Helped increase customer numbers by 38%


HelloFresh is the world’s leading meal kit company. But, many emerging niche food box brands meant the market had become crowded.

HelloFresh needed a clear, differentiating angle and a strong, unified brand presence to stand out.

HelloFresh new brand identity


We visited the Hello Fresh warehouses and teams. We got stuck into their everyday processes to understand what the new brand needed to deliver, from printing constraints to a universal language. HelloFresh needed an inventive brand that worked with everybody’s life, both internally and externally: every factory, every lifestyle, every kitchen, every meal.

Brand expression

The first step was unifying the brand’s hero elements to work together harmoniously. We created a new lime logo with all the recognisable qualities of its predecessor (shape, size, colour, angle) but simplified it to work anywhere – big or small, online or in print, static or in motion rolling across the screen.

HelloFresh new lime logo

Inspired by kitchen utensils, we developed five cooking gestures that give HelloFresh a fun and distinctive homemade feeling. They come to life across packaging and within our illustrations.

Kitchen utensils that inspired HelloFresh's new logo
Food images that inspired HelloFresh's visual identity illustrations
Food images that inspired HelloFresh's visual identity illustrations
Food images that inspired HelloFresh's visual identity illustrations

A flexible layout system brings the elements together as a shifting grid, slotting together perfectly the same way ingredients come together on your plate.

Our messaging celebrates the achievement of home cooking; framing it as a doable challenge that doesn’t complicate your week. Paired with photography that shows real kitchens instead of perfect studio meals, HelloFresh celebrates everyone’s dinnertime.

HelloFresh's new messaging celebrating the achievement of home cooking

We defined one vibrant and celebratory set of colours that are AA for digital but great for packaging too. Our icons and illustrations are now part of the same family, becoming one consistent universal language.

HelloFresh's set of colours
HelloFresh packaging with new lime logo
HelloFresh stickers with new branding


Following the rebrand, HelloFresh saw a surge in their customer numbers, jumping up from 5.29 million at the end of 2020 to 7.28 million at the start of 2021. Their annual revenue also lept up from €3.749 billion in 2020 to €5.993 billion in 2021 and it remains the UK and USA’s leading recipe box.

Special thanks



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