Blue Apron

Be your own home chef.

We created an iconic brand that started the home meal prep movement.

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Appetite appeal is king.

Positioning

Come together and learn to cook amazing, healthy meals at home with all the best ingredients and recipes, right at your fingertips.

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Bring out your inner chef.

Brand Concept

Make cooking easy, accessible, and fun in your own home. Everyone is now their own home chef. We created a fun, bright graphic system that scaled well to both print, web, and packaging. Including the now iconic Blue Apron logo mark.

A walking billboard.

Packaging

It’s what’s inside that matters, but it’s what’s outside that grabs attention.  We designed a memorable package that neighbors noticed.  Appearing on stoops and in apartment buildings across the country, this packaging allowed Blue Apron to stand out in a rapidly crowding market.

Fully baked.

Brand Identity

We created a cohesive system that brought definition and longevity to a brand whose product was often quickly consumed.  As Blue Apron expanded – creating more content, menu options, and new types of consumers – our system grew with it, allowing it to transform from a start-up darling to an iconic culinary brand.

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Defining new UX best practices.

Web UX/UI

Built to serve, the Blue Apron website was built when custom subscription services were new to consumers.  We streamlined a complicated process to present a more palatable menu builder, and made it easy for customers to manage the new way of doing dinner.

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