HEB is the primary local grocery store in Texas. They have a reputation for offering the best selection of goods at the lowest prices. When HEB purchased Favor (the Uber of food delivery), it opened the door for them to provide more services to their community.
We worked within HEB's strong brand system to develop an original concept for a meal kit delivery service that brings the convenience and freshness of HEB straight to your kitchen. A main challenge of this project was to study existing HEB brand elements and draw inspiration from them for our own work, while also drawing lines for what was out of bounds for our brand. Our goal was to create a brand extension with a fresh look and feel, while staying true to HEB's existing graphic standards.
Researching what our meal kit competitors are doing helped us determine what role HEB's service should play in the market industry. We decided that HEB's meal kits would not be subscription-based, but rather pre-made kits that the user can order quickly whenever they need. Because HEB would manufacture their kits locally, this also gave our service a leg-up on the competition in terms of affordability, accessibility, and freshness of the kits.
Many of our competitors offer an overwhelming amount of options for their meal kits. We implemented a simple system of organizing ours. First, by size (Classic and Family) and then by basic meal categories (Balanced, Light N' Healthy, Hearty, and Vegetarian). Four to five recipes are offered within each category per week, with certain recipes being fully vegan, gluten-free, etc.
A good neighbor is a valuable thing. We target users through the use of friendly and caring language with fun and helpful applications.
This tagline works as a double entendre, highlighting what consumers will literally be doing with the meal kits, while also emphasizing the success the kit will bring to their home cooking.
For this service, we wanted a name that used playful language to convey warmth and a feeling of familiarity. "HEB Supper" was my solution as it gives the feeling of HEB sharing a meal with you by bringing it directly to your home. Additionally, "supper" is an ambiguous term that doesn't restrict the service to providing one type of meal.
Our logo was designed by Jackie Perez and Chelsea Ryan, who drew inspiration from typography found on farmer's market crates and signage. The HEB logo is not our creation, but we referenced HEB packaging to determine where to place their logo within our mark.
Our primary type palette consists of Alternate Gothic, Open Sans, and Georgia. We used two secondary display typefaces so that we would be consistent with HEB's brand, which utilizes a variety of type.
I drew inspiration for our icon system from table set dinner plates and the stamp seal that was created for our packaging.
For the HEB Supper icon, I drew inspiration from HEB's existing Home Delivery and Curbside icons.
We use a modular grid system as a pattern within our brand, which comes from the interior of the HEB Supper meal kit packaging.
We looked at the interior of bento boxes to inspire our packaging and designed the meal kits to have removable interior dividers to organize the ingredients. This limits costs for HEB, as they would not need to order several boxes with various interior layouts.
Because our service is not subscription-based, we decided that designing an online order site would be more convenient for our users. The mobile order site makes ordering HEB Supper quick and convenient.
The user is able to choose their preferred HEB location, delivery method, and the date and time for their Supper order. This makes the process easier for users who work or lead active lifestyles and need more control over when and where they get their meal.
Users can view the recipe card for the meal kit digitally before choosing to go through with the order.
Users have the option to send their order to the HEB Home Delivery site, if they would also like to order their regular groceries at the same time.
Advertising is primarily done online, allowing us to reach broader audiences and take advantage of HEB's strong online presence.
To create this design, we pulled from HEB's current website and added our original content to it.
We referenced our pattern within the HEB Supper instagram feed, using bold color and type to create an interesting layout. An animation ad was created, which shows a simple step-by-step of how to prepare the Lonestar Steak Fajitas.
A branded YouTube channel would archive tutorial videos that teach the user how to cook HEB Supper recipes. This allows users to prepare meal kit recipes even without the purchase of the kit itself, since all of the ingredients would be available at their local HEB.
HEB is an active participant within their community, so we conceptualized a pop-up event where HEB chefs would prepare and sample meal kits for the public. The event would be advertised over Facebook to generate consumer interest.