HelloFresh
HelloFresh set out to create a leadership programme that would empower new and experienced managers to unlock their potential and lead with confidence — all while embodying the brand’s core competencies and DNA. The challenge was to design a visual identity that felt distinct yet recognisably HelloFresh, creating an engaging internal experience for people leaders. Working within the brand’s established guidelines, the design direction introduced a playful twist through custom fruit and vegetable characters that brought warmth, personality, and joy to the content. The result was an engaging, branded leadership programme that resonated across the business — and was so well received that was later incorporated into HelloFresh’s external brand toolkit. Services: Branding, Illustration, Internal Communications, Design System