Follow-up: New Logo and Identity for HelloFresh by DesignStudio

Established in 2011, HelloFresh is a weekly recipe- and meal-kit subscription delivery service that provides all the ingredients needed for the week whether it’s for 2 or 4 people and for the number of recipes chosen for each week. First available in Germany, HelloFresh quickly grew to the Netherlands, UK, US, and Australia in 2012, went public in 2017 on the Frankfurt Stock Exchange and is now available in 13 countries with 7,000 employees worldwide, 4-plus million active customers (in Q2 2020), and it delivered more than 280 million meals in 2019. Earlier this month, HelloFresh introduced a new identity designed by London, UK-based DesignStudio. Samples of OLD identity. We visited their warehouses and teams, getting into their everyday processes to understand what issues the new br