HelloFresh Logo

HelloFresh LogoHelloFresh Logo PNG

The HelloFresh logo has become a service emblem that simplifies cooking by offering ready-to-use ingredient kits and recipes delivered to your doorstep. The idea quickly resonated with people who value convenience, and through recommendations from early customers, it became the go-to solution for those constantly wondering, “What’s for dinner?”

HelloFresh: Brand overview

HelloFresh was founded in November 2011 by Jessica Nilsson, Thomas Griesel, and Dominik Richter in Berlin, Germany. Rocket Internet, a German startup incubator, supported the company. The founders aimed to create a meal kit delivery service that would simplify home cooking.

In its early months, the business operated on a small scale, delivering boxes of ingredients to customers in Berlin. The founders assembled orders by hand and sourced ingredients from local markets.

In 2012, the company received its first major investment, 10 million euros, which allowed it to expand into new markets. That year, services were launched in the United States, Australia, the United Kingdom, and the Netherlands.

Rapid growth followed in 2013, with the team expanding its logistics network, establishing partnerships with food suppliers, and opening new distribution centers. By 2014, additional funding of $50 million helped strengthen service quality and reinforce presence in existing markets. A menu customization feature was also introduced.

In 2015, the company expanded its offerings to include meals tailored to different dietary needs and entered new markets. Throughout 2016, it enhanced its technology platform, including launching a mobile app to streamline ordering and offer cooking tips.

A major milestone was the company’s public listing on the Frankfurt Stock Exchange in 2017, which raised substantial capital for further expansion.

In 2018, the company acquired Green Chef, a U.S.-based competitor, expanding its range of organic and specialized meal options. The business also launched a service in Canada.

Growth efforts in 2019 focused on increasing production capacity and improving operational efficiency. Automated order-picking systems were implemented, and new distribution centers were opened.

Between 2020 and 2021, product offerings and the global footprint continued to grow, with acquisitions of companies like Factor75 and Youfoodz, allowing for a wider variety of prepared meal options.

In 2022, the focus shifted to technological advancements, enhancing customer experience, refining the recommendation algorithm, and expanding mobile app features.

By 2023, the company had grown from a small Berlin startup to a major meal kit delivery industry player, operating in 17 countries. This journey reflects how an innovative business model and efficient operations can drive substantial growth.

Over the years, the business has continuously improved operations and expanded its product range. Investments in automation and logistics have enabled the brand to scale while maintaining high service standards.

A core focus has been building a reliable supply chain and effective menu planning system. Strong relationships with local suppliers have ensured consistent product quality and optimized costs in each market.

Meaning and History

HelloFresh Logo History

What is HelloFresh?

This is a service that makes home cooking simpler and more convenient. It delivers pre-portioned ingredients and recipes straight to your door. The offerings include a variety of dishes suitable for different tastes and preferences: vegetarian, low-calorie, family-friendly, and even more sophisticated options. With step-by-step instructions, even beginners can prepare dinners that look and taste like they came from a restaurant. Experienced cooks can discover new ideas and flavors for their tables. The service eliminates the need for grocery shopping and figuring out what to cook. Ingredients are delivered in measured portions, reducing food waste and making cooking more efficient.

2011 – 2016

HelloFresh Logo 2011

The HelloFresh logo is attractive due to its green color, which sets the main tone of the design. The background is a circle with irregular edges, creating associations with authenticity and quality.

The central detail is a wavy ribbon with the brand name. Its smooth curves make it light and convey the idea of a natural cooking process. A stylized leaf at the bottom completes the composition, symbolizing nature, freshness, and natural products.

The title is handwritten with a slight tilt to the right, creating a sense of friendliness and an individual approach.

The main color is bright green, associated with health, naturalness, and environmental care. White text on the background contrasts, emphasizing freshness. All colors work because the company’s products evoke associations of usefulness for a modern family.

The stylized sheet under the ribbon enhances the natural theme and emphasizes quality. Its minimalist design preserves the logo’s overall laconic style.

The dotted line surrounding the circle adds associations with home comfort and traditional recipes, making the emblem warmer and more complete.

The name “HelloFresh” sounds friendly and positive. The word “Hello” creates a feeling of hospitality, and “Fresh” emphasizes the freshness and quality of products.

2016 – 2020

HelloFresh Logo 2016

The updated logo has become more modern and expressive. The background consists of an image interpreted differently: some see the silhouette of a lemon or lime, and others see a cutting board. In any case, this is a connection with natural products and the comfort of home cooking.

The green color has become more saturated, strengthening associations with freshness and naturalness—important brand qualities. The oval shape adds softness and looks more natural than the previous strict circle. A slight curve at the top, reminiscent of a lemon petiole, completes the composition.

The title is divided into two words placed in the center. “Hello” is handwritten with rounded lines, creating a feeling of warmth and friendliness. “FRESH” is written in a strict font, emphasizing reliability and quality. The contrast between the fonts creates a harmony between informality and professionalism.

The brightly colored image of a lemon or lime enhances associations with natural products. A small touch on the background complements the image, emphasizing natural qualities. A slight shadow of the text adds volume, highlighting the inscription on a green background.

The brand name remains a symbol of freshness and openness. “Hello conveys friendliness, while “Fresh” emphasizes the brand’s main goal of offering fresh products for home cooking. This creates a positive perception of the company.

2020 – today

HelloFresh Logo

The updated version of the HelloFresh logo focuses on a clear brand identity. The main symbol was lime, which is associated with naturalness and quality. The design is minimalistic, modern, and bright.

The background, in the form of lime, evokes associations with freshness and natural products. Its shape is almost perfect, with slight curves emphasizing its natural origin. The blur in the upper right corner creates a fresh effect, as if the lime has just been sprinkled with drops of juice or touched the light, giving the emblem texture and depth.

Lime’s bright green color has remained the main color, symbolizing harmony with nature and the freshness of products.

The logo’s text is shifted to the right, balancing the image and the word. The title “HELLO FRESH” is in large bold font. The words are placed one under the other, adding symmetry and ease of perception.

The font is simple but has character. It is reminiscent of Gardner Sans or Magazine Grotesque but with individual refinements. Smooth characters with soft corners give the text a friendly and approachable look, and capital letters enhance recognizability.

Lime in the logo symbolizes several ideas:

  • Freshness: Products that are pleasant to work with and want to try.
  • Energy: Bright green is associated with the lightness and vigor of good food.
  • Nature: A connection with natural ingredients and sustainability.

The symbol became the brand’s visual basis, emphasizing its individuality and mission to provide fresh home products.

The emblem has become simpler and more expressive. The new approach allows it to be used on various media while maintaining readability and attractiveness.