HelloFresh is a meal kit delivery service that provides dozens of recipes per week. HelloFresh also consists of the brands EveryPlate, GreenChef, Factor, and GoodChop. For this project, I focused on creating delivery icons, as a way to unify and bring out a set illustration style.
Vision
To create a set illustration style for HelloFresh, EveryPlate, GreenChef, Factor, and GoodChop.
Solution
Find similarities between the current icons and illustrations, and work towards finding a style that suits each of the different brands. Also, keep in mind their target audience and lifestyle.
Delivery Icon Concepts
I started by looking for various types of delivery icons and narrowed it down to three common variations: a delivery truck, a delivery person on a scooter, or a hand delivering a box/gift.
Current Colors & Themes
Then I started looking at the current branding guidelines of each of the brands and brainstorming about what similar styles could fit.
Version 1
For version 1, I focused on familiarizing myself with the brand illustrations and experimenting with a few ideas that could possibly fit each of them. I focused a lot on delivery trucks, along with some other concepts.
Version 2
After sharing my initial designs, I went back and looked through each of the brand guidelines again, and tried exploring different icons to represent deliveries.
● For example, I tried using delivery boxes, and also showing it as a gift.
● I also tried using different accent colors for variety.
● I even explored using different brushes.
Version 3
After meeting with the senior designers, I had a better understanding of what delivery icons would fit each of the brands.
● HelloFresh: I incorporated some of the commonly used textures to show movement ("whisk" and "simmer").
● EveryPlate: this was another one where the branding was already consistent, so I focused on trying out various icon styles.
● GreenChef: the icon styles I explored were pretty different, due to the brand refresh updates.
● Factor: this was one of the ones where I didn't make any big changes, instead I focused on incorporating different accent colors and trying out various delivery truck styles.
● GoodChop: I went through a few illustrations that represented Good Chop, and went with the chicken, as well as trying out more colors.
Takeaways
● HelloFresh: I went with a delivery truck showing the "whisk" texture.
● EveryPlate: I picked one of my earlier versions, which I believed already fit the brand guidelines well.
● Factor: I went with a truck with sharper angles, along with the green accent color, which has been used in a few of their other icons.
● GoodChop: I decided to go with a more playful approach, combining the icon of a chicken with a sparkle.
● GreenChef: I narrowed it down to two options, with one of them fitting the current illustration style better, and the other one with a more simplistic approach.
Over the course of this project, I learned a lot from meeting with the senior designers, after being able to take a look at their past projects, as well as hearing their advice and perspectives. I also learned more about brand guidelines in the process.
Take a look at some of my other projects:
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