HelloFresh is a global subscription-based fresh food provider offering its ecommerce customers regional product variations. For its peak-demand summer season, the company wanted to surprise its customers with new shipping packages designed with color graphics and imagery to support its summer barbecue grilling menu options. HelloFresh’s requirements included quick turnaround, compelling unit economics with no setup charges, and food-safe printing inks for indirect primary and secondary packaging.
The challenge: The package design would require high-impact color imagery, differing significantly from existing HelloFresh boxes. It had to make consumers want to enjoy a summer barbecue with fresh and healthy food. Working with Christiansen Print and its parent THIMM, HelloFresh created a special new design, which it needed in strategically short-run quantities with fast turnaround.
Christiansen Print quickly produced these new digitally-printed shipping boxes using its HP PageWide T1100S Press and HP’s true water-based inks. The result of the project was a huge commercial and branding success.
“Inspiration, freshness and quality are not only to be found inside the box in this project but are also on display when consumers first see the high-quality print images on the packaging,” says Nils Hermann, Operations VP, HelloFresh Germany. “Our packaging functions as a communications channel through which we target our customers directly.”
Later, HelloFresh offered customers its Christmas Box with two three-course menus for the holidays. “The Christmas-inspired design creates the feeling of having been presented with a gift,” Hermann says.
