HELLOFRESH BRAND REFRESH
HelloFresh launched its largest product transformation to date, reimagining home cooking around real customer feedback with more recipes, upgraded proteins, and new convenience-driven offerings that make dinner easier and more exciting than ever.
To bring the refresh to life, I developed a bold new visual system that carried the evolved brand across paid, CRM, digital, and print channels. I also led art direction for two UGC-style video spots created to re-engage former customers, crafting visuals that felt warm, energetic, and unmistakably HelloFresh, capturing the fun and ease of cooking at home with the brand’s signature freshness and approachability.
CULINARY COMEBACK ART DIRECTION
HelloFresh needed to show customers that feedback drives real change. In this spot, Chef Michelle guides viewers through the improvements our culinary team made, brought to life with warm, collage-style visuals, sensory food moments, and grounded handheld shots. The tone is personal and inviting, making HelloFresh feel less like a brand and more like a trusted friend.
FRESH TAKES ART DIRECTION
Former customers needed to see that HelloFresh had evolved, so we created a UGC-inspired spot that acknowledged their past experience and invited them back. With fast-paced edits, playful overlays, and authentic confessional moments, the piece brought the refreshed HelloFresh experience to life in a genuine, engaging way.