HelloFresh Thought People Wanted Beautiful Food. They Didn't.After realizing its brand positioning wasn't resonating with customers, the company decided to mess things up a bit.
ByJason Feifer•
This story appears in theSeptember 2017issue of狗万官方.Subscribe »
In a photo studio in Manhattan this summer, a prop stylist carefully places toys on a platform. It's meant to be a playful scene, part of a shoot of family-friendly meals for the meal-delivery startupHelloFresh. But the company's associate graphic designer, May Parsey, notices aproblem. "Is there a way to flip some of them upside down?" she says, and points to a collection of toys. There's a little plastic flamingo, a miniature tuba and some playing cards, all facing up in a neat arrangement. "Because if a child were playing with these things, some of them would end up upside down."
Related:3 Shifts to Make Your Brand Effective
Continue reading this article — and all of our other premium content with Entrepreneur+
Join the internet’s leading entrepreneur community! With your subscription you’ll get:
- Unlimited access, including premium content
- No ads
- Subscription to狗万官方magazine
- Four free e-books a year
- Subscriber-only events with our experts