HelloFresh Limited-Time Offerings Art Direction

At HelloFresh, Limited-Time Offerings (LTOs) are a hallmark of our seasonal menu strategy. These exclusive recipe collections help customers celebrate key holidays and occasions by giving them pre-portioned recipes to make for these special days. Each LTO provides customers with unique recipe options designed to elevate the dining experience of their special occasion.

As the lead designer for these campaigns, my role is to shape the visual narrative of each LTO so customers become excited to purchase recipes outside of their usual weekly meal offerings. Over the course of these projects, I work with stakeholders to confirm concepts. I then collaborate with the studio team, including the kitchen who makes the recipes, the photographers who set up and capture each shot, as well as the food stylists who style the food on the plate.

My Contributions:

• Concept Development: Creating a mood board for the photoshoot and design mockups for any related digital or print assets (emails, banners, inserts etc.)

• Styling and Props Coordination: Crafting a photography brief that ensures every image adheres to HelloFresh’s brand guidelines while incorporating distinctive limited-time only elements to capture the occasion.

• Art Direction: Supervising shoot layouts, lighting, and food composition to create delicious, on-brand imagery that is can be used in our assets to resonate with our audience.

• Final Creation & Exportation: Designing final digital and print assets with the new photography to be exported onto our app and website.

Each campaign works to balance HelloFresh’s business as usual vibrant aesthetic with the special flair of the featured occasion. Below are examples from the campaigns I directed: