Home Chef — Sean Brice

My Role at Home Chef

In my time at Home Chef (2016 -2019), I grew from a Graphic Designer on a team of three to an Art Director managing a team of six —four designers, a copywriter, and a videographer. Home Chef itself grew from being a direct-to-consumer, online-only meal kit subscription service to adding a full line of retail products across U.S. grocery stores —thanks to a 2018 acquisition by Kroger. My tenure included two full rebrands and site redesigns (in collaboration with external partners), several redesigns of our DTC and retail packaging and related templates, a nation wide retail rollout (in collaboration with Kroger), and a non-stop test and learn process with our paid media creative. All work shown is mine (directly or in direction) unless otherwise stated.

I created the shot list and boards and was on-site for 10 photography or video shoots —capturing both product and lifestyle material.
I led a multi-discipline creative team in the ideation and execution of countless campaigns. Campaigns were tied to hard metrics and objectives and continually refined and tested. We regularly worked with our Partner Marketing counterparts to find compelling uses for influencers, contests, in-store activations, etc.
As a disruptor brand against bigger players such as Blue Apron and Hello Fresh, Home Chef was in a constant motion of positioning and finding ways to stand out. The core visual identity was started with an external agency and finalized in-house. I owned the entire retail rollout strategy, brand architecture, and general partnership with Kroger Creative.
Packaging was designed in collaboration with internal procurement and food safety teams as well as external shopper marketing research agencies to ensure proper shelf life, display flexibility, and visual appeal. Strong brand architecture played an important role as the offering grew in size. All packaging was built in a template-format to allow for easy input of nutritional facts, SKUs, etc.