HelloFresh Group
Packaging, 360° campaign concepting and delivery
Background
HelloFresh Group is a global leader in the meal-kit and ready-to-eat space, spanning multiple brands including HelloFresh, Factor, Green Chef, and Pet’s Table. The design team supports packaging, marketing, and digital touchpoints across all brands. My role as a Senior Designer was to strengthen brand cohesion, elevate packaging systems, and create performance-driven creative that worked across both physical and digital channels.
Challenge
As the portfolio of brands expanded, each operated with its own creative systems and visual language. This led to inconsistencies in tone, structure, and visual identity across packaging, campaigns, and retail launches. With tight timelines, multiple stakeholders, and evolving product lines, the challenge was to maintain design quality and brand recognition while scaling content production efficiently.
Solution
I developed flexible design systems and toolkits that streamlined creative production while honoring each brand’s unique identity.
Created unified packaging hierarchies, simplifying callouts and nutritional information for clarity and shelf appeal.
Designed 360 campaigns for new product launches, supporting photoshoots and translating assets across web, email, and social channels.
Built templates and scalable frameworks for limited-time offers and digital ads to ensure brand consistency and faster turnaround.
Partnered cross-functionally with marketing, strategy, copy, and production teams to balance creative storytelling with performance goals.
The result was a cohesive design approach that improved efficiency, visual consistency, and brand perception across the HelloFresh Group portfolio.