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HelloFresh Thought People Wanted Beautiful Food. They Didn't.

After realizing its brand positioning wasn't resonating with customers, the company decided to mess things up a bit.

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This story appears in the September 2017 issue of Entrepreneur. Subscribe »

In a photo studio in Manhattan this summer, a prop stylist carefully places toys on a platform. It's meant to be a playful scene, part of a shoot of family-friendly meals for the meal-delivery startup HelloFresh. But the company's associate graphic designer, May Parsey, notices a problem. "Is there a way to flip some of them upside down?" she says, and points to a collection of toys. There's a little plastic flamingo, a miniature tuba and some playing cards, all facing up in a neat arrangement. "Because if a child were playing with these things, some of them would end up upside down."

HelloFresh

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