HelloFresh is a food box delivery service that is designed for people who want to save time, stop throwing away food, and try a variety of new recipes. The boxes contain all the necessary ingredients calculated to the gram and recipes for the selected dishes.
HelloFresh was founded in Germany in 2011, the following year it entered the markets of the UK, Australia, the Netherlands, and Austria. In 2013, food delivery with recipes became operational in the United States. And it was North America that became the company’s largest market. According to RealSimple.com, HelloFresh is the most popular grocery delivery service in the U.S. with recipes.
HelloFresh CEO and co-founder Dominik Richter had always dreamed of becoming a startup founder, and he didn’t care what field the business would operate in. He went to the Otto Beisheim School of Management in Fallendar for higher education. There he rented an apartment with another student, Thomas Griesel. Richter and Griesel tried to launch several startups, but none of them “shot”.
In fact, HelloFresh founder Dominik Richter and first investor Oliver Zamver learned the concept from Sweden’s Linas Matkasse: weekly delivery of a set of ingredients for a meal, recipe included. However, the Germans were better at marketing, so HelloFresh quickly overtook the competition.
The process of ordering HelloFresh delivery is very simple. On the site, you can choose one of three types of cooking boxes: vegetarian; classic (a variety of recipes with meat, fish, and seasonal vegetables); and family (recipes for parents and children). Then you need to choose the number of people (2 or 4) and the number of dishes. This is how the final box price is formed.
What is HelloFresh?
HelloFresh is the name of a global leader in the recipe food delivery market. The company was founded in 2011, and in 2020 HelloFresh delivered more than 600 million meals to customers. The company operates in 15 countries around the world and serves almost 8 million households.
In terms of visual identity, HelloFresh is quite a traditional brand. The first logo of the service was very simple yet elegant, and after a couple of redesigns the company has come up with a more modern and confident composition.
The original HelloFresh logo, designed in 2011, depicted a circular light-green seal, crossed by a green ribbon with white cursive lettering. The bottom part of the seal was decorated with a delicate drawing of a white leaf. The logo mainly emphasized the “fresh” side of the concept.
The redesign of 2016 has kept the light-green and white color palette of the HelloFresh visual identity but significantly changed the main concept. The green seal was replaced by a green lime, and the inscription was rewritten in two levels, with “Hello” in cursive, and “Fresh” in the uppercase of a geometric sans-serif typeface.
In 2020 the HelloFresh logo was redesigned again. The line moved from the center of the composition to the left part and gained a more cartoonish style and dark green strokes. As for the lettering, it is now written on the right from the emblem, in two levels of a stylized sans-serif typeface, with the use of a dark shade of gray.
The bold uppercase lettering from the primary logo of the HelloFresh brand is set in a custom geometric sans-serif typeface with the diagonal bars of both “H”s and a curved tail of the “R”. The closest fonts to the one, used in this insignia, are, probably, Gardner Sans, Copihue, or Magazine Grotesque with visible modifications.
As for the color palette of the HelloFresh visual identity, it is based on the combination of vivid shades of green and dark gray, where green is a symbol of freshness and health and gray stands for quality and professionalism.