HelloFresh - Brand Positioning
When HelloFresh expanded its portfolio of brands, the need for clearly defining the brand positioning became crucial in preventing cannibalization of their primary customer. This meant transitioning from a start-up approach to evolving into a more mature brand. It was essential to establish a unified vision to create immediate differentiation by defining a color system and visual and verbal tone of voice. The new positioning was rolled out across 1000's of assets including paid social media, product innovation and development, TV, video, brand and influencer partnerships, packaging, direct mail and a broad range of printed collateral within 6 months.
The HelloFresh brand positioning project helped the company achieve its goal of becoming the no.1 meal kit brand in the US within the 3 months of implementation.
HelloFresh was ready to expand into the retail market, moving away from their usual subscription based model to a commitment free, 2-person, to-go kit. We were tasked with establishing how the brand would function on shelf in a retail environment starting with the outer packaging. In-store meal-kits were a relatively new category, so the shelf set needed to able to attract attention from potential customers. Through the use of a consistent brand color, vibrant photography and a smart content hierarchy for the front of pack, the product functioned as a silent sales-person for the brand. Both retailers and customers showed immediate love for the product and packaging and sales have consistently increased.
HelloFresh retail is now available in over 500 locations across the US.
Role: Creative Director