Company
Freshly
Duration
3 Months
Year
2020-2021
Context
Freshly was a direct-to-consumer subscription service that delivered fresh, fully prepared meals customers could heat and enjoy in minutes. In 2020, Freshly was acquired by Nestlé, marking one of the largest acquisitions in the prepared meal delivery industry at the time.
challenge
Following the rebrand, Freshly needed to translate its new visual identity across customer-facing marketing touchpoints while creating a scalable system for future campaigns.
goal
Roll out Freshly’s new brand consistently across digital and print marketing while establishing a scalable design system for future campaigns.
My Role
Led the rollout of Freshly’s new brand by redesigning onboarding emails, creating marketing campaign assets, and establishing scalable design guidelines for future email and marketing communications.
design
Partnered with the marketing team to redesign Freshly’s onboarding emails around a new content strategy, reducing the journey from 10 emails to 4 and introducing the refreshed brand identity.
New onboarding emails
Old onboarding emails
Design system for emails
Type sizes are flexible, but each must keep the same ratio of type size to leading.
We will use 8px grid where spacers, some leading, height and width of elements are multiples of 8 to be consistent and pixel friendly across all devices.
As multiple designers start to design and add illustrations they need for marketing, I wanted to define purpose for each type for consistency in style and usage.
Small: Single stroke
Purpose is to provide functional & navigation education about service
Medium: Single stroke, 3-color with orange as an accent.
Purpose is to provide education about service
Large: Flat Illustration
Purpose is to provide delight moment, for lifestyle & storytelling occasions
