For this project, my team was assigned to extend to H-E-B brand into a meal kit delivery market. One of the challenges presented was creating a service that had it's own identity while still belonging in the pre-existing brand of H-E-B, as well as developing the business model.

In order to develop this service, research was gathered to understand the meal kit industry. By understanding competitors in the market, my team was then ready to create a brand strategy and art direction for H-E-B.

My team started off by identifying key characteristics of H-E-B so as to carry the same tone throughout this brand extension. Some features my team tapped into include the Texas pride that HEB has adopted into their brand personality, the renowned southern hospitality of Texas, and finally the environmentally sustainable decisions HEB makes during daily operations. By focusing in on these elements, we developed HEB Home Cooked.

HEB Home Cooked is the meal kit delivery service developed for HEB. Always around every corner, HEB Home Cooked meal kits are packed and delivered with the freshest ingredients right to your door, ensuring a delicious meal every time.

Taking advantage of HEB's access to fresh ingredients, as well as their multiple store locations throughout Texas, Home Cooked makes distribution throughout large city areas and smaller towns feasible.

By using eco-friendly materials in the packaging, HEB Home Cooked stands out from the competition that uses vast amounts of plastic and packaging, and stands by the company's value of sustainability.