Getting out of the competition’s shadow with a zesty answer to “What’s for Dinner?”
Challenge
Move HelloFresh beyond its reputation as just another player in the crowded meal kit market, and get them a seat at the head of the table to overtake Blue Apron as the leader.
GOAL
Take the brand and the meal-making experience to the next level by infusing authenticity into the identity, from logo to packaging to recipe cards.
STRATEGY
Position HelloFresh as the clear and easy choice for busy families, welcoming a zest for life back into the kitchen to make meal prep fun again.
Role: Design Director, Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Matt Peters (Sr. Designer), Katie Renfroe (Art Director), Trevor Hickey (Sr. Copywriter), Antonio Fragoso (Copywriter), Dan Hickey (Jr. Copywriter), Kevin Karp (Creative Director), Madhurim Gupta (Sr. Strategist), Morgan Kelly (Account Supervisor)
Awards: Graphis Logo Design Silver Award