HelloFresh Thought People Wanted Beautiful Food. They Didn't.
After realizing its brand positioning wasn't resonating with customers, the company decided to mess things up a bit.
In a photo studio in Manhattan this summer, a prop stylist carefully places toys on a platform. It’s meant to be a playful scene, part of a shoot of family-friendly meals for the meal-delivery startup . But the company’s associate graphic designer, May Parsey, notices a . “Is there a way to flip some of them upside down?”
