Blue Apron
What we did
  • Brand Identity
  • Illustration
  • Packaging
  • Photography
  • Web Design

Be your own home chef.

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


Appetite appeal is king.


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.


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.


Defining new UX best practices.


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.