The Edit: five new projects including HelloFresh by DesignStudio

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Having delivered nearly 200 million meals annually in 13 markets across the globe, food box delivery company HelloFresh required a cohesive rebrand reflective of their position as a household name. To do so, they sought the expertise of the brand agency DesignStudio, who as a result of close collaboration, have developed a toolkit and brand formula that allows HelloFresh’s in-house teams around the world to create their own assets, from in-app and web to the beloved delivery boxes themselves. The new look evolves HelloFresh’s ubiquitous lime logo through a textured illustration style and softer colour palette, pairing it together with straightforward yet quirky typography. It’s accompanied by a lively set of tags and stickers, which are used throughout recipe cards and packaging to add a layer of fun to practical information such as dietary information, food quality and box type. Together with photography from real kitchens, the elements come together to form an identity that aims to celebrate everyone’s dinner worldwide. Named after the dogs of its father-daughter founding team, Boris & Horton is a New York-based dog café with a loyal, community-focused clientele. Looking to move away from their ‘Tim Burton’ aesthetic ahead of opening a new location in Williamsburg, they commissioned local creative agency Saint-Urbain to create a playful identity better suited to their youthful audience. The result is just that, with bright colours, cute illustrations and bold typography portraying non-stop positivity across packaging, merch, menus and stickers. In addition, the new logotype’s geometric forms and wonky arrangements aim to capture precisely what one can expect from a dog café: a silly, chaotic and carefree funhouse.