HelloFresh Branding & Experiential

CNC (formerly Coffee ‘n Clothes) contracted me to do a light rebranding of HelloFresh and provide some PR-worthy Experiences for HelloFresh—currently the largest meal box company in the US.

Green background with white text that says 'HELLO FRESH' and a smaller label with white text on a dark green background that says 'Strategy: Hellofresh'. The Hello Fresh logo, a green leaf, is also visible.
Green background with the text 'The Ask: Create moments that drive consideration for HelloFresh' and a plate of fried chicken with mashed potatoes, vegetables, and a bowl of ground meat with vegetables, along with various fresh vegetables like zucchini, cucumber, ginger, and a carrot.
A heartfelt message from HelloFresh emphasizing the value of home cooking, with a background image of a dinner party featuring a long table set with wine glasses, a roasted dish, and people socializing in a cozy, warmly lit environment.
Text on a page discussing audience truth, brand truth, and proposition with a partial image of a bowl of food showing grains, vegetables, and chicken.
Slide with green background and white text stating, "Consumers don't just buy into purpose-driven brands, they join the communities those brands build," alongside additional text about consumer trust and values.
Screen capture of a news article headline from Fast Company titled "Systemic Change Is on the Menu: HelloFresh Brings Nutritious Food to Underserved Schools Nationwide." The headline is in bright green text on a white background, with a black and white Fast Company logo at the top.
Smiling young boy holding a bunch of fresh green leafy vegetables, promoting healthy eating. Text on the image reads 'HELLO FRESH presents PLATE IT FORWARD'.
Children receiving and enjoying healthy school meals, one girl with a lunchbox and another carrying a HelloFresh box, with a logo from No Kid Hungry.
A person in white attire and sunglasses pushing a large, colorful pencil sculpture at an outdoor event. Two images below show boxed lunches with grapes, tomatoes, pasta, and other food items.
Page titled 'Key Components' featuring three images: a cooking class with children and a chef; a woman carrying a large foam ear of corn on an escalator; people at a HelloFresh event with boxes and a tablet, sharing information.
Three images: first shows assorted decorated cupcakes, second displays stacks of colorful plates, third depicts a person taking a photo of a salad with a smartphone.
Green background with white text titled 'Fresh for all.' and a green bordered speech bubble containing the message about HelloFresh bringing fresh food to communities.
Green leafy plants growing in a greenhouse with text overlay saying 'Hello Fresh presents Fresh Roots'.
A page from an informational brochure showing an outdoor greenhouse building with HelloFresh branding and a large indoor hydroponic farm with rows of green leafy vegetables, under a glass ceiling with sunlight.
Cover page of The Economist article titled 'Mapping Hunger, Planting Solutions: HelloFresh Is Growing a New Future for Food Deserts'.
Information board titled 'Key Components' with three images and descriptions below: a modular greenhouse, children working in a community garden, and a person packing HelloFresh kits. Descriptions mention greenhouses for in-underserved neighborhoods, community-led gardening supported by local residents and farmers, and distribution of produce and meal kits by LimeAd.
A three-column informational graphic with text and images. The left column discusses press and media coverage of a food initiative, showing a photo of people in a greenhouse. The middle column covers owned social media content, with a photo of a smiling woman in a greenhouse. The right column highlights influencers like wellness creators and families showcasing greenhouses, with a photo of a woman taking a selfie outdoors with a camera, making a peace sign.