Earlier this year, HelloFresh approached us to develop a new logo for their brand. There were some functional issues to address with the previous logo, namely legibility issues in certain applications. But more importantly, the logo needed to catch up with the direction of the brand, and evolve to a more modern and refined space. Lastly, we were tasked with creating a logo that not only worked in the original circular form, but also horizontally.
HelloFresh was first established in Berlin in 2011. Since then, the brand personality has evolved and it was time that the logo did as well. There were some aspects of the original logo that were requirements to maintain such as a circular shape and the green color that HelloFresh had built some equity in. Beyond that we had the freedom to inject the fresh personality that had developed over the years. The lime shape was selected to represent the bright, freshness of the brand and we utilized hand-drawn typography that brought to life the friendly, welcoming aspects of the word "Hello" – a unique brand identifier in the competitive space.
The new HelloFresh logo has launched to rave reviews. It has been incorporated in to all communication materials, and is now featured in new packaging and collateral. HelloFresh has also launched the logo across their global markets, and have used the new logo as inspiration for evolved designs for ingredient packaging and program materials, like recipe cards.