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Green Chef Rebrand

Green Chef is a meal kit company dedicated to eating well. With a variety of diets such as Keto and Paleo, Green Chef was failing to connect with its customers and gain momentum. The company was acquired by HelloFresh in 2018 and I was assigned the task of repositioning the brand to appeal to a broader target audience. The strategy behind the repositioning focused on defining approachable wellness. Bold, bright and playful colors replaced the previously neutral palette. Vibrant food photography and playful messaging, with a dash of humor became the foundation for the new visual identity. After the launch of the rebrand, customer conversion through paid media channels and retention reached a record high far exceeding company projections. Green Chef was also voted in the top 5 according to USA today’s best meal kit list, going from a relatively unknown brand to beating it’s no.1 competitor by 5 places.

Project Roles
Art Director, Creative Director, Designer
Company
Green Chef
Skills
360 Photography, 360° Video, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Art Direction, Brand Strategy, Conceptual, Content Management, Content Strategy, Copywriting
Media
Advertising, Brand Guidelines, Brand Identity, Branding, Logos, Packaging, Websites
Project Industries
Packaged Goods
Green Chef Rebrand
Green Chef Rebrand
Green Chef Rebrand
Green Chef Rebrand
Green Chef Rebrand
Green Chef Rebrand