Green Chef - Rebrand
Green Chef was acquired by HelloFresh as part of a portfolio expansion offering diet specific meal plans such as Keto and Paleo. I had 2 weeks to transform the brand and present a new visual and verbal identity. All that was retained was the existing logo. The brand needed to be more visible, attainable and relatable to customers. So I literally turned the lights on all photography, created an ownable color palette and introduced a new playful verbal language.
Green Chef saw an 800% increase in awareness and
conversion, just 3 months after the new brand launched.
conversion, just 3 months after the new brand launched.
Approachable Wellness
The brand needed to function as part of the HelloFresh family but also work as a stand alone brand both on and offline. The new positioning leveraged the concept of approach wellness with Green Chef providing the opportunity to affordably eat well every day. Every asset was redesigned including all paid and organic social media, display ads, email, website landing page, direct mail and all recipe cards including recipe photography.
Role: Creative Director