HelloFresh

HelloFresh wanted a rebrand that would help them stand out in the competitive meal kit market with more energy and freshness. We kept the established round shape and green color but reimagined it as a lime 🍋‍🟩 to better represent the brand’s focus on fresh, vibrant food.

To improve legibility and create a more unique identity, we stacked “Hello” and “Fresh,” hand-drawing the type for “Hello” to give it a personal touch. “Fresh” was designed with a vintage-inspired font to convey quality, and we tilted the wordmark to add dynamic energy.

The rebrand included updated packaging, recipe cards, and subway ads, creating a cohesive and engaging experience for customers. Not long after, HelloFresh became the leading meal kit company around the world.

Agency: DiMassimo Goldstein

Recognition:
Graphis Logo Design 9 (Silver) 🥈

Out in the wild.

Front and center on The Today Show!

Celebrities posing with the logo. 🤩

Silver in Graphis Logo Design 9 Competition.

Protein packaging labels.

Recipe card designs that were adapted globally.

NYC subway ads accompanied our campaign message:
“Cooking Healthy Doesn’t Have to Be a Full-Time Job”