BRIEF
To create a variety of tote bag design options to be included as a part of a seasonal acquisition marketing campaign.
THE WHAT
Worked in partnership with a copywriter to create a branded HF tote bag to be used as gift for customer who redeemed direct mail vouchers in a certain month.
Stakeholder requirements: A “catchy” phrase, use of HF logo, and design to brand guidelines.
Limited to a design on an 8x8” square and a limited number of colors due to production constraints.
Stakeholders wanted a range of options to be able to offer customers.
AND THE WHY
Used a variety of visual elements that encompass the HF brand, e.g. meal-kit box, dinner plate, meal-kit bag & lime to help perpetuate HelloFresh brand awareness to both wearers and viewers of tote bag.
Wanted to keep the designs playful and fun so it was something customers would WANT to wear- not useful as an ongoing branding tool if it sits in a closet somewhere and is not used.
ISSUE: stakeholders requested several manipulations of the colors, scale and use of the HelloFresh lime logo, which is incongruous with the company’s brand guidelines. SOLVE: I created an alternative lime illustration (instead of the HF logo) and created a pattern which met their requests. Still used the lime imagery but didn’t interfere with permitted usage of the logo.
