PEAK 2025 | HELLOFRESH | ART DIRECTION + CREATIVE DIRECTION

HelloFresh launched a new line of ready-made and quick & easy meals to better serve busy professionals seeking convenient, nutritious food without compromising on quality. The offerings include three-minute heat-and-eat options, globally inspired dishes, and 15-Min Meals designed for minimal prep and cleanup — all positioned as a fresh alternative to frozen, takeaway, or highly processed meals. The initiative emphasized speed, variety, and chef-crafted quality to meet the needs of busy households.

I contributed to HelloFresh’s broader strategic shift toward convenience-driven offerings and I led the visual and creative direction for this 360 campaign, which spanned display ads, paid and organic social, CRM, OOH, OTT (KERV ads), updated Ready-Made Meal packaging design, and a new photo direction to bring the meals to life across every channel.