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. 
CHALLENGE
As HelloFresh expanded its portfolio, the need to clarify brand positioning became essential in order to grow the customer base and differentiate from competitors. Evolving from a startup approach, HelloFresh needed a mature, cohesive identity that would support their journey to become the leading meal kit brand in the U.S. This transformation required a distinct visual and verbal identity across thousands of touchpoints, from paid media to packaging, all within a six-month timeline.
SOLUTIONJodi identified the brand was missing a cohesive design system. She rebuilt the visual identity for HelloFresh, using a unique color palette, visual style, and refined tone of voice to set them apart in the market and engage with new audiences. The refreshed brand positioning provided a clear vision, preventing market overlap and elevating HelloFresh as the leading meal kit brand in the U.S. Within three months of implementation, the brand rose to the number one spot in the market. Building on this success, Jodi also supported HelloFresh’s expansion into retail, extending their trusted identity to a new, in-store audience. The success of this packaging design helped HelloFresh achieve placement in over 500 stores nationwide. 
NOTE: This work was completed while Jodi Edwards was the Creative Director at HelloFresh. All work shown here was designed and produced in-house by the creative team under her leadership.
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