HelloFresh
CLIENT
HelloFresh
STUDIO
JD&Co.
CONTRIBUTION
Landing page
Banner
A/B Testing
Social
Email Blast
Print Production
CRM Campaign
DESIGN
Danie Suk
Retainer Works
Sep 2020 – Mar 2024
Overview
During my tenure at a design agency, I crafted customer-centric designs for HelloFresh across various digital assets, including landing pages, paid media, print materials, and emails. I ensured consistency with brand identity and alignment with seasonal campaign concepts to drive customer acquisition and engagement.
Below are some selected projects I designed from start to finish, based on the HelloFresh project brief and brand guidelines.
Strategic
Design
While working on HelloFresh campaigns, I focused heavily on creating a clear visual hierarchy between copy, food images, and offers. I also emphasized high color contrast to highlight their delicious menus, supporting HelloFresh’s impactful branding system.
When selecting photography during the design process, I made creative decisions based on multiple factors, including the concept of campaign briefs, best practice references, and performance rates (if available).
Delivering Instant Impact
One key insight from my work with HelloFresh over the past few years is the importance of delivering an instant good impression to both leads and active customers. This involves using recognizable images that capture attention at a glance, incorporating wholesome language both visually and in the copy, and creating a smooth flow that guides customers seamlessly through the campaign message, particularly in emails and landing pages.
Consistency Across HelloFresh Campaigns
Another key insight is the importance of maintaining design consistency across all deliverables in a campaign. HelloFresh frequently plans large-scale CRM campaigns that require a temporary design system representing the seasonal theme. This system is applied across a wide variety of deliverables, from digital assets to print materials like brochures and gift cards.
Through my experiences in both initiating creative systems and versioning out pre-existing ones, I’ve learned the value of cohesive branding and the ability to adapt designs to fit different mediums while preserving the core message and aesthetics of the campaign.
Design for Sister Brands
HelloFresh has several sister brands targeting customers with specific diet plans and lifestyles. I had the opportunity to work on various campaigns for these brands.
Similar to the design process at HelloFresh, EveryPlate, one of their sister brands, conducted multivariate testing for several marketing campaigns. In June 2023, I worked on designing landing pages for A/B/n testing, including responsive variations for different devices. (Images below) Each page was designed with a different approach—social proof, lifestyle (Will EveryPlate work for me?), and value propositions/benefits—featuring distinct copy, design elements, and layouts.
V1 Social Proof
V2 Lifestyle(Will EveryPlate work for me?)
V3 Value Propositions/Benefits
Factor
Factor’s meals are designed to tap into the growing market for ready-to-eat meals. The landing page below and email campaigns are selected works I created.
GreenChef
GreenChef is another sister brand that features sustainably sourced ingredients tailored to various dietary preferences. The gift card design below is one of the print production projects I created based on their brand system, highlighting its delicate and organic aspects.
Reflections & Learnings
Working with HelloFresh has taught me the importance of delivering an instant good impression using recognizable images, wholesome language, and a seamless campaign flow. Ensuring consistency across all deliverables, especially in large-scale CRM campaigns, reinforces the brand’s identity. Through these experiences, I’ve learned the value of cohesive branding and adaptability. Additionally, creating clear visual hierarchies and selecting strategic photography emphasized the importance of visual clarity and strategic planning.