Launching Green Chef in the UK Market
While at HelloFresh, I worked with the Brand Launch Task Force to create a starter pack of designs to launch Green Chef in the UK Market. Together we established the visual identity and designed website banners, CRM headers, paid and organic social creatives, affiliate banners, and more.
Role:
Creative Direction, Design, Motion Design
Two Visual Routes: Variety & Keto
We created a color and icon system which corresponded with each specialized diet: Keto, Balanced, Lower Carb, Vegan, and Vegetarian. This visually differentiated Green Chef UK from HelloFresh.
Additionally, the team wanted to highlight that Green Chef is the UK’s first Keto box. Based on this information, we created two visual routes for the launch assets; one which focused on the variety of diets and another which was only focused on Keto.
Social Media Videos
We worked closely with the Performance Marketing team to create four paid social videos which followed similar concepts to our best performing HelloFresh paid social creatives. I worked on the ‘food porn’ concept. (left below)
We also worked closely with the local UK team to create some organic social content for the launch. I worked on the Variety video for this. (right below)
Developer Handoff
When it came to implementation of the website, we had to be mindful of the time difference between Berlin and Toronto (where the product and development team was). This was challenging at times since we were working with a White Label product and there were some unknown limitations that came up.
Together we managed to coordinate file sizes, find the perfect balance between quality and compression, and make sure everything was working from a design and product point of view.
Success & Post Launch
After 4 months of hard work on everyone’s part, we launched the Green Chef UK brand. The results so far show that prospecting customers love the Keto ads.
Now that the project has moved from the launch phase into business as usual tasks, the challenge is to continue to developing the brand and also to test more creatives to see which visuals and messaging convert customers.
