Green Chef is a meal kit company dedicated to eating well. With a variety of diets such as Keto and Paleo, Green Chef was failing to connect with its customers and gain momentum. The company was acquired by HelloFresh in 2018 and I was assigned the task of repositioning the brand to appeal to a broader target audience.

The strategy behind the repositioning focused on defining approachable wellness. Bold, bright and playful colors replaced the previously neutral palette. Vibrant food photography and playful messaging, with a dash of humor became the foundation for the new visual identity.

After the launch of the rebrand, customer conversion through paid media channels and retention reached a record high far exceeding company projections. Green Chef was also voted in the top 5 according to USA today’s best meal kit list, going from a relatively unknown brand to beating it’s no.1 competitor by 5 places.