HappyFresh rebrands with new logo and millennial-friendly approach

Indonesia-based online grocery store HappyFresh has gone in for a rebranding exercise to better appeal to millennial shoppers.

Elements of the rebranding include a new logo, minus its ‘Apple Boy’ mascot and a purpose-driven slogan ‘Freshly Handpicked’. 

The new HappyFresh logo

The old HappyFresh logo

Speaking to Mumbrella about the rationale driving the change, HappyFresh vice president of marketing David Lim said: “The removal of our mascot, Apple Boy from the logo is a symbol of our maturity as a business.

“It has been a four year journey where we have built up sufficient stories to share with our consumers and partners. Stripping it down to simple letters allows us to be who we are as a brand. The everyman brand who is like a friendly neighbour that has a sense of wit, humour and is not too serious.

“This is crucial as a brand personality since we are offering a service that seeks to provide convenience and a healthier lifestyle to our audience. Essentially, the changes found in the logo, from the old to the new, is about our story, one that is about maturity and becoming better and better at what we do.”

HappyFresh chief marketing officer David Lim

Speaking about the process behind the redesign, Lim said: “We worked with Tenun Creative in Jakarta, starting with understanding our customers and what they really are looking for in a grocery delivery partner like ourselves.

“Then we went to the drawing board to understand what the new logo should look like and what it should stand for.

“Once we had the foundation sorted out, most of the remaining work was done in-house due to the fact that we have a very strong team of experts in multiple specialisations, ranging from branding, creative design, PR and paid marketing (online and offline).”

Beyond the cosmetic changes, HappyFresh is moving to Oxium biodegradable plastic bags, starting in Indonesia and then spreading to Malaysia and Thailand by the end of the year. 

HappyFresh COO Ronald Chan added: “We now have in-app chat function available to our customers when our shoppers find a product ‘Out of Stock’. This is especially useful for our foreigner customers as we build in an auto translate feature. Added to that, we have upgraded most of the equipment we use to ensure food freshness and quality. 

“We are also using cardboard boxes or biodegradable bags to deliver the goods to the customer that looks sassy and is environmentally friendly.”


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