HEB HomeCooked was a group project completed by Paul Davis, Elizabeth Coleman, McKenzie Knight, and Laura Ortiz.
Paul Davis - Brand Visualization, Package Design, In-Store Signage
Elizabeth Coleman - Brand Visualization, Illustrations & Social Media ads
McKenzie Knight - Food Truck ads & Website Design
Laura Ortiz - Website Design
HEB HomeCooked is a new take on the idea of a meal kit delivery service, created and fulfilled by Texas’ favorite retail store, HEB. Pairing only the freshest ingredients with delicious recipes and fast delivery, HEB hopes for HomeCooked to be the answer to cooking troubles all across Texas, whether you’re a blossoming chef or trying to figure out how to feed a family in the best and most cost effective way.
Always right around the corner; HEB HomeCooked meal kits are always packed and delivered with the freshest ingredients right to your door, ensuring a delicious meal every time.
Friendly, traditional, warm, charming, inviting, neighborly.
Fun, simple illustrations of various food and food themed items were made to serve as accent pieces for the brand, and are used throughout every aspect of HEB HomeCooked.
The color palette was chosen because of its vibrancy, versatile range, and to pair with the existing HEB brand colors.
Slab serifs are unique and recognizable. Henderson slab was picked due to its interesting use of curves throughout the letterforms combining with the block forms of a slab. Gotham is already used as a body font throughout HEB’s branding.
The primary logo utilizes the illustration of a tomato as a replacement for the “O” in “Home”. The secondary logo system is modular, and the tomato is replaced with any one of the other illustrations, depending on what is most appropriate for the logo at the time (Ex. a shrimp skewer is used in seafood themed packaging).
The main goal of the packaging was to be sustainability, striving to use as little plastic as possible and only recyclable materials, echoing HEB’s own values regarding sustainable packaging.
A recipe card is to be included in all HomeCooked Meal kits, providing clear instructions on how to create all of our delicious dishes.
The HEB Home Cooked food truck is a new advertising approach to entice potential customers to try the product. It will serve free samples based off of the meals offered from the Home Cooked service.
The Instagram Food Truck campaign will reach out to followers to announce the Home Cooked food truck location and sample weekly meal kits of the day. HEB Home Cooked with have it's own branded Instagram and Facebook channels to share new dishes, tips and tricks, how to videos, discounts, and user "cooking success" stories.
A very special thank you to HEB for allowing us to use their brand assets for this project, as well as expand upon their already existing brand system to create a concept for a completely new arm of their company.
HEB Red and all logos and web assets used are owned by HEB of Texas