‘HelloFresh’ is a sustainable food subscription service. They make mealtime hassle-free by providing produce already prepared and ready for cooking. The brand’s mission is to eliminate food waste and reduce carbon emissions by providing the correct quantities from the supply chain based on the customer’s requirements. The packaging is responsibly made to reduce plastic waste whilst maintaining the freshness and safety of the food; this can be recycled or composted after use. The boxes are shipped in batches on delivery routes planned for maximum efficiency and minimum fuel. The sustainable company is reducing the effects of climate change by only providing what is needed to live a healthy lifestyle with no unnecessary excesses.
The typeface used in the ‘HelloFresh’ logo is bold, with a youthful play on letter blocking. In addition, the sans serif affair brings a clean and contemporary feel to the branding, reflected throughout the brand’s ethos of sustainability and innovative food processes. The kerning between the lettering is equally spaced with no overlapping, making it easy to read, and every individual letter stands out to the audience. Moreover, the slanted accents of the letter ‘H’ convey a playful message to the buyers, portraying the brand as new and exciting, reflected through the wide variety of creative recipes ‘HelloFresh’ deliver. Finally, the typography is simple enough to work across many platforms whilst still bold and compelling to draw in a large audience. This clear and concise lettering has a pleasingly modern look, drawing the younger audience into the brand’s sustainability ethos through food preparation. Therefore, providing education on sustainability and climate change and how the effects can be reduced by carefully planning mealtime.
‘Women’s Best’ is one of the fastest-growing female-orientated fitness brands. They sell nutritional products, including high protein foods and a wide range of healthy additives required to reach fitness goals effectively.
They also sell activewear and sporting goods. The Women’s Best brand strives to help and encourage women to achieve their fitness goals by providing a creative, intelligent and open-minded community where women can learn to be the healthiest versions of themselves without judgement or criticism.
‘Without the right caloric intake, energy, and nutrients in your body, it is impossible to exercise effectively and achieve the weight loss that you desire.’ (Humphries, 2021). Ensuring the body receives the correct nutrition is critical for exercising, whatever the overall goal may be. Many people decide to cut nutritiously dense foods out of their diet on extreme calorie deficits for weight loss. However, slight calorie deficits are suitable for this specific goal; it is easy to start to lack vital nutrients the body needs, leading to deficiencies sometimes causing more harm than good. Food is fuel when exercising for any goal, so ensuring the body receives the proper nutrients is extremely important.
The typeface used in the logo is highly readable and clear. The sans serif used gives a masculine and basic appearance to the brand. The typography is overpowered by the image above, almost sinking into the pink background. Moreover, the logo could be improved to make more of a lasting impact on the female-targeted audience.
The redesigned script typeface incorporates femininity whilst conveying a bold and striking message to the target audience. The feminine typeface is delicate, curvy and has no harsh lines, flowing effortlessly between words making it easy on the eyes. In contrast, the uppercase typography represents strength and power, empowering women and forming a link to the brands products. Therefore, a better representation of the brand.
References
HelloFresh. 2021. Sustainability at HelloFresh. [online] Available at: <https://www.hellofresh.co.uk/about/sustainability> [Accessed 15 October 2021].
Hellofreshgroup.com. 2021. [online] Available at: <https://www.hellofreshgroup.com/en/sustainability/> [Accessed 15 October 2021].
Humphries, L., 2021. 6 Reasons Why Diet Is More Important Than Exercise. [online] Lifehack. Available at: <https://www.lifehack.org/363322/6-reasons-why-diet-more-important-than-exercising-for-weight-loss> [Accessed 15 October 2021].
Piper, D., 2021. HelloFresh rebrand is a triumph (but there’s one big problem). [online] Creative Bloq. Available at: <https://www.creativebloq.com/news/hello-fresh-rebrand> [Accessed 15 October 2021].
Uk.womensbest.com. 2021. Women’s Best. [online] Available at: <https://uk.womensbest.com/> [Accessed 15 October 2021].