chef-inspired meals
in minutes

A brand created by H-E-B, Meal Simple promises chef-inspired meals in minutes. It offers fresh options like pre-made grab & go salads and snack packs, to delicious microwaveable cuisine options, and even tasty tray options where you can craft a 3-course dinner yourself.

I have had the privilege of maintaining on this brand for over a decade, helping this program grow and expand throughout the years. Meal Simple is now a full department within most H-E-B stores, which requires an extensive permanent signage and wayfinding package.

In 2018, we refreshed the permanent signage within Meal Simple, to allow for a stronger wayfinding system. With substantial growth and several new product lines, we needed to create a strong sign system that would ease customers in navigating the department. Keeping the main background on signage greyscale allows the wayfinding system to stand out.

The wayfinding package is simple, pun intended, to communicate effectively. I created a color-coded system of signs, which helps define sections. Unique customized patterns were also created, which are included on packaging to create a harmonious branded system. The sign systems allows for flexibility, where signs can be easily changed out as needed.

View the full brand guidelines here.