I helped lead creative direction and established the strategic brand foundation for HelloFresh Group’s first foray into pet food—including naming, brand voice, and visual identity. Grounded in audience and category insights, we defined a clear positioning and created a distinctive, ownable brand designed for long-term growth within a crowded category.
The Results? Scale Achievement: Delivered over 10 million meals nationwide. Customer Satisfaction: 85% customer satisfaction rate with pet parents saying their dogs prefer The Pets Table to their previous food. Retail Expansion: Grew from direct-to-consumer to major partnerships with Chewy (2024) and Walmart across 201 locations (2025).