Brand System
HelloFresh Group
One benefit-based brand key for eight brands worldwide.
An insight-led brand key built on jobs to be done, tracked monthly and rolled out across product, communications and design in Europe, North America and APAC.
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A HelloFresh cardboard meal-kit box with the lime logo, white wordmark and illustrated packaging against a bright green background.
Celeste Barber hosts Elyse Knowles in a kitchen in an episode of Skewered presented by HelloFresh.
Brand for a fast-growing food group
HelloFresh Group grew from €905M to €7.6B in revenue between 2017 and 2024, while its portfolio grew from one to eight brands across 18 markets. As SVP Global Brand, Dr. Katharina Buttenberg led brand for the group.
A brand key built on jobs to be done
The work started with insight. The team identified the jobs customers need done around food and eating habits, and developed one benefit-based brand key from them, systematically rather than from opinion. That brand key became the shared foundation for every brand decision across the group.
Measured every month
To make the brand key measurable, the team set up a monthly brand tracker that followed which benefits are important to consumers in which market, and how the brands developed in brand perception. Starting points differed by market, from low single digits to low double digits in brand awareness.
- 80%+
- brand awareness
in every market - Monthly
- brand tracking
across markets - €7.6B
- €905M → €7.6B group revenue
2017–2024
Alongside awareness, the work delivered measurable improvements across marketing channels along the funnel, including conversion and retention.
Rolled out across the organisation
The brand key was rolled out internationally across the whole organisation, including product, communications and usability design. It shaped a complete redesign of logo, corporate identity and messaging across the website, the app, packaging, creative and communications.
The HelloFresh rebrand
For the HelloFresh brand itself, the redesign was created with the agency Further. The lime logo was simplified so it works at any size and in motion. Cooking gestures inspired by kitchen utensils run through packaging and illustration, with one colour palette for digital and print. The messaging presents home cooking as an achievable everyday win, shown in real kitchens rather than studio sets.
A brand architecture for eight brands
As the group developed new brands and made acquisitions in meal kits and ready-to-heat meals, the brand architecture and brand design were built out to give each brand its place in the portfolio. Apart from HelloFresh, the brands were redesigned and rebranded by the in-house creative unit.
Rebrand with agency partner — Further
- HelloFresh (Meal kits)
Redesign and rebrand — In-house creative unit
- EveryPlate (Meal kits)
- Chefs Plate (Meal kits)
- Green Chef (Meal kits)
- Factor_ (Ready-to-heat meals)
Capabilities
- Benefit-based brand positioning
- Jobs to be done
- Brand tracking
- Brand architecture
- Visual identity
- International rollout
- Strategic brand development