HelloFresh is a Berlin-based meal kit delivery company founded in November 2011 by Dominik Richter, Thomas Griesel and Jessica Schultz (née Nilsson).[1] The brand’s visual identity has centered on a green lime icon since its early years, with two significant redesigns documented in 2016 and 2020.
Design and History
In early 2016, the agency DiGo (DiMassimo Goldstein) began a rebrand process in collaboration with HelloFresh’s Global Design and Marketing team. The new logo and brand launched in late July 2016 and was adapted across all nine of HelloFresh’s global markets at the time.[2] The resulting identity earned a Silver Award in the Graphis Logo Design 9 competition.[2]
In October 2020, HelloFresh introduced a refreshed brand identity created by London-based design studio DesignStudio.[3][4] The company stated the update was intended to reflect the HelloFresh of today after nine years of growth across 14 markets.[3]
According to DesignStudio, the new lime logo retained the recognizable qualities of its predecessor, including shape, size, color and angle, but was simplified to work across formats from large-scale print to small digital screens.[5] The redesign separated the wordmark from the lime icon, which previously contained the brand name in script lettering.[6] The handwritten-style font was replaced with a sharper serif wordmark, and the smooth, cartoon-style lime was replaced with a flatter version featuring textured shading.[4]
DesignStudio also developed a set of illustrated cooking gestures, including whisk, simmer, stir, chop and peel, inspired by kitchen utensils, which were applied across packaging and related materials.[4][7]
Meaning and Symbolism
The lime has been the central symbol of the HelloFresh identity across its redesigns. DesignStudio described the updated mark as retaining the recognizable qualities of its predecessor, emphasizing continuity of the lime’s shape, size, color and angle.[5] The 2020 identity paired the lime with a softer color palette and straightforward typography, evolving the existing icon rather than replacing it.[8]
Typography and Design
The 2020 wordmark uses a serif typeface that replaced the previous handwritten-style lettering.[4] The new lettering retained some playful characteristics from the old logo, including a curved leg on the “R” and a slightly arched crossbar on the “H.”[7]
Earlier brand applications, documented in 2015, used the typeface Capucine by Alice Savoie for headings, paired with Adobe’s Source Sans, alongside a bright orange and green color palette.[9]
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