GAME Creative has given Hello fresh Group brand, EveryPlate, a new look and a whole new attitude after the winning business. The transformation includes a new brand strategy, design system, and a clear, no-fuss identity. EveryPlate is all about simple, delicious meal kits without the extra fuss, and now its brand reflects that—louder, prouder, and more direct than ever.
EveryPlate’s new campaign is built around the new line, Get Stuck In, and uses striking visuals, a punchy tone, and straight-to-the-point attitude, to make it clear that EveryPlate takes the hassle out of dinner. It is running across billboards, radio, and all digital channels.
Chloe Painter, director of brand marketing at EveryPlate, stated, “GAME has been amazing to work with from start to finish. The evolution of the EveryPlate brand is simple, bold, and really exciting. The brand is no-fuss, accessible, and all about simple, tasty meal kits.”
Dan Beaumont, founder of GAME Creative, added, “We’re incredibly proud to have serviced the EveryPlate brand from all angles , and to have worked so closely with the team at HelloFresh. This project has produced some of our best brand and design work yet—EveryPlate now truly feels like the compelling meal kit it was always meant to be.”
Steve Jackson, GAME Creative creative director, noted, “Get Stuck In isn’t just a slogan—it’s an invitation and an attitude. We designed the typeface, the colours, the language and carefully crafted the photography, to ensure that EveryPlate stands out from its competitors and is out standing in a cluttered category – letting the brand carve out its own space with confidence.”
EveryPlate is another new business win and campaign launch for GAME this year after it won Rugby Australia, New Zealand Rugby and the Super Rugby Pacific business in late 2024.
Credits:
Client: EveryPlate
Director, Brand Marketing: Chloe Painter
Associate Director Brand & Communications ANZ: Miles Thomas
Brand Manager: Isaac Noakes
Agency: GAME Creative
Founder & Managing Director: Dan Beaumont
Creative Director & Writer: Steve Jackson
Strategy Director: Frank Bethel (Forward Scout)
Art Directors & Designers: Ramon Rodriguez & Cam Hoelter
Producer: Lucy Pilkington
Production Company: Louis&Co
Photographer: Ian Butterworth
Media: Spark Foundry
