HELLOFRESH | BRAND REFRESH | CREATIVE DIRECTION
HelloFresh's identity needed, well... an identity. The chaotic guidelines suffered from clashing colors and textures, a lack of clear TOV, vastly varying photographic styles, and very little font hierarchy. The inconsistency created visual noise, confusing internal teams and external audiences, diluting the brand's identity instead of reinforcing recognition. The challenge was to restore clarity and consistency, building brand equity without losing HelloFresh's vibrant spirit. We built templates, guides, and systems for every platform and team, rolling out training sessions that allowed us to learn and adjust where needed. This was a refresh, not a rebrand: we extracted the core DNA to let it shine, while phasing out the rest of the noise.
OUT WITH THE STALE:
IN WITH THE FRESH:
