HelloFresh Ideas
Brief:
Interbrand
Branding / Motion / App Design
Tasked to inject a pre-existing brand with an innovative ‘Iconic Move’, a new feature, service or product designed to elevate a company to a new level, my friend Ellie and I produced a new secondary tier for HelloFresh that targets the comfortable home cooks rather than the kitchen novices.
HelloFresh Ideas replaces the user selected precomposed recipes with a selection of cuisines and a mystery box of common ingredients mixed in with cuisine-specific building blocks, which allows the customer to do their own food experimentation while keeping the HelloFresh values against food waste.
Each cuisine is fronted by a different celebrity chef who curates the ingredients and provides helpful hint card, just in case a user is given an item they’re unsure how to cook. Users on the new tier also have access to an exclusive IdeaShare section that allows for social connection and recipe exchanges.
My half of project involved creating an advert for the product and designing and animating examples of a new app interface alongside recreating and expanding existing elements of the HelloFresh look, such as paint strokes, that we could use to keep brand consistency.