HappyFresh sports new logo and mascot to draw Millennial shoppers

HappyFresh has rebranded with a new logo, along with its new brand purpose “Freshly Handpicked” and new brand mascot – Apple boy. This move comes as the online grocery platform aims to better appeal to Millennial shoppers.

David Lim, VP, marketing, HappyFresh said the new brand looks to provide an interface for retailers to capture the Millennials who have a higher demand for quality and service, especially being aware of their health.

“The business is on an upward growth momentum into the online grocery space in Southeast Asia. With this rebranding exercise, we seek to serve our customers with an attitude circled around “build to deliver a simplified life” where our customers benefit the most,” he added.

Previously, the company name was in black and white for its logo and has now been changed to incorporate the brand’s core colours – orange and green. The Apple boy was initially part of the logo and is now used as a mascot. In a statement to A+M, a HappyFresh spokesperson said majority of the rebrand exercise was done in-house by the company’s experts in multiple specialisations, ranging from branding, creative design, PR and paid marketing (online and offline).

In addition, HappyFresh also worked with Tenun Creative in Jakarta to better understand its customers and what they look for in a grocery delivery partner.


In line with the rebrand, HappyFresh will also utilise oxium biodegradable plastic bags for deliveries. This will be implemented in Indonesia first, then Malaysia and Thailand by year-end. The online grocery company will be rolling out month-long campaigns and promotions as it looks to bolster its delivery service.

Meanwhile, Ronald Chan, COO, HappyFresh said the company has also installed an in-app chat function for customers to find a product that is out of stock. He added that this comes in useful especially for foreigner customers as the company built an auto translate feature into it. According to Chan, HappyFresh will be using cardboard boxes or biodegradable bags to deliver goods to customers that looks “sassy” and is environmentally friendly.

In April this year, the Indonesian headquartered HappyFresh bagged US$20 million in a Series C funding. The online grocery platform aims to use the funding for both city and country expansion, as well as investment into technology and to further support growing the team in a number of specialist functions such as data science, and omnichannel technology. In 2016, it ventured into the Philippines, marking its fifth office in Asia. HappyFresh is currently working work Performics Singapore as its search engine optimisation agency across Indonesia, Malaysia and Thailand.