Hello Fresh

HelloFresh was my final project at Rocket Internet, one of the world's largest startup builders, and came with a level of complexity that matched the scale of the organisation. The brief was to establish a visual identity and web presence for what would become one of Europe's most recognised meal kit brands. Working within a fast moving, high stakes environment meant navigating multiple stakeholders and aligning diverse opinions on brand direction from the outset. Read more ↓

I developed several logo iterations in parallel, exploring different visual identities before arriving at a direction the team could move forward with. First website concepts were designed and presented across multiple rounds, each refined through close collaboration with stakeholders from product, marketing, and leadership. The extensive alignment process required clear communication of design decisions and the ability to translate business requirements into compelling visual solutions. Read more ↓

Although my direct involvement concluded before the final website launch, the groundwork laid during this phase, including brand direction, visual language, and early web concepts, fed directly into HelloFresh's subsequent design development. Closing my time at Rocket Internet on this project was a fitting end to an intense and formative chapter, and one that deepened my ability to drive design alignment across large, complex organisations. Read more ↓