HelloFresh is the world’s leading meal kit. In 2019 they entered the Swedish market which was already crowded with meal kit companies. I worked on shaping the brand for Scandinavia and developed a tone of voice that would differentiate us from the existing players. Since our competitor’s communication was quite plane and standard, I saw an opportunity to break through the clutter by establishing us as the interesting, fun newcomer that wasn’t scared to be edgy and do things differently – without becoming arrogant and overconfident.

English:

Do you prefer open relationships? No problem

Pause or skip your meal kit whenever you want.

English:

Now it becomes even easier to be a Stockholmsvegetarian*

Choose the recipes that suits you best.

*Definition of Stockholmsvegetarian: A person that follow a strict diet of vegetarian food…and sometimes fish…and at some occasions chicken, but rarely meat.

English:

Something for all tastes | For picky children | For culinary adventurers | For saxophonists named Jan