How Field Research Impacts
The Design Company
DesignStudio is an international design studio that has rebranded significant companies and even created new company branding kits worldwide. I am exploring their design process for the rebranding of HelloFresh. HelloFresh is a meal delivery service that sends every ingredient and instructions for a specific meal per box. Customers are attracted to the company because they get the experience of cooking their meal rather than just heating a pre-cooked dinner.
The Research Process
DesignStudio started its research journey by asking what was desired by the client. “Different teams across the world were having to make decisions, so the brand needed unifying.” HelloFresh needed an apparent, differentiating angle and a strong brand presence.” After having the main goals set, the research process began. Designers started by visiting multiple parts of the HelloFresh corporate properties. “We visited their warehouses and teams, getting into their everyday processes to understand what the new brand needed to do. From printing constraints to the need for a universal language.” This example shows that you can see what is going right and wrong with the current product when you are at the source.
Creative Solutions
The creative team at DesignStudio had a unique solution to adding spice and color to the boxes, recipe sheets, and all other products associated with the brand. They used eating utensils and paint to make patterns. These patterns added funk and abstraction to the brand. As a designer, the clever usage of everyday objects indicates that anything and everything can be a tool to create one-of-a-kind forms that can become even more special and indicative of the design when the devices are related to the product marketed. The team decided to simplify the logo even more than it already was to have the lime and text separated. The change in the mark, I feel, gives them more flexibility with the mark and allows for more language modification without having to change the mark itself completely. This flexibility can open the door for more clients in different parts of the world while still capturing the recognizable logo of any product. Having the ability to be multilingual makes accessibility to a brand much more successful.
Information and quotes about the re-branding of HelloFresh can be found here.
