OOH print assets for the HelloFresh Back to School Campaign, highlighting how HelloFresh simplifies weeknight dinners while offering unique meal experiences, featuring diverse families and adapting to different needs and lifestyles.
As HelloFresh expands across Europe, its delivery vans become moving touchpoints for the brand. The design combines logo, typography, colours, and iconography to express sustainability. This approach creates a flexible visual system that adapts seamlessly across markets while maintaining a consistent identity, regardless of language or messaging.
Progressing from early Visual Designer roles to Senior Art Director level, the HelloFresh box packaging development was led across European, Canadian and Australian markets.
As the main design stakeholder, art direction was driven from concept to production, with a scalable design system established to ensure consistency across regular and seasonal editions, accommodating on-pack messaging and local technical requirements for a consistent output.
A sustainability-focused packaging initiative followed, conceptualised and designed as a central campaign asset to strengthen brand positioning in the BENELUX markets.
Development of HelloFresh's ingredient label system began as a solo design effort, later scaled with my team as art direction extended across international markets. The system took shape through ongoing exchanges with other departments, aligning design decisions with regulatory, packaging and supply chain requirements from the outset.
The system needed to accommodate a very wide variety of ingredients, each carrying different regulatory, nutritional and sourcing information, while staying visually consistent and unmistakably HelloFresh.
A modular layout, typography, colour and pattern logic made the labels flexible enough to meet local market requirements whilst ensuring brand cohesion. Guidelines built around this system allowed the wider team to apply it independently across markets.
The HelloFresh print materials are designed to create a consistent brand experience across markets. Templates and guidelines were developed for flyers, direct mail, gift cards, and booklets, forming a scalable system that can flexibly adapt to different campaigns and business needs, using both primary or seasonal colour palettes. Together, they help designers create localised content efficiently while staying aligned with the brand identity.
