I've overseen the creative direction for Green Chef over the past few years, working with my team to elevate the organic meal kit brand into a sophisticated premium experience. Founded in 2014 and acquired by HelloFresh in March 2018, Green Chef was the first USDA-certified organic meal kit service specializing in keto, paleo, vegan, and gluten-free diets.

Over the past couple of years, I've led a refresh that transformed Green Chef into a more elevated brand that is better suited for it’s target audience of busy, affluent professionals who want to discover exciting flavors without sacrificing health.

The elevated creative includes sophisticated food photography showcasing vibrant organic ingredients, refined messaging, elegant hand-etched vegetable illustrations, and a premium color palette rooted in natural foods. This transformation successfully differentiates Green Chef as the premium choice that makes specialized organic eating feel accessible and aspirational.

We also did a partnership with Food Influencer Emily Mariko, where we collaborated with her on special farmer’s market-inspired recipes tying back to her typical social content.
See the campaign here.