BLUE APRON
BRAND STRATEGY
PHOTO ART DIRECTION
DIGITAL MARKETING
Blue Apron is a meal kit delivery service that brings chef-designed recipes and fresh, pre-portioned ingredients straight to your door—making home cooking feel simple, satisfying, and a little bit special. With a strong focus on quality, sustainability, and culinary creativity, Blue Apron offers a range of meal plans tailored to different tastes and lifestyles. The brand’s mission is to inspire confidence in the kitchen and make delicious meals part of everyday life.
While at Blue Apron, I led brand creative across the board—from high-impact moments like digital billboards lighting up NYC, to the smaller but equally meaningful ones, like infographics in our internal newsletter The Beet. I oversaw the concepting and execution of marketing campaigns across digital advertising, email, social, web, app, packaging, and print. As the brand grew, I made it a priority to ensure every piece of creative felt cohesive and on-brand, while evolving our visual storytelling in fresh and engaging ways.A FEW CROSS-CAMPAIGN HIGHLIGHTS
Blue Apron’s seasonal meal kits are available throughout the year to help customers celebrate special moments, a particular season or event, and can be purchased with or without a subscription.
The Fireside Feast box is an elevated dinner party solution for cozy winter nights spent indoors. The French-inspired recipes feature a duck confit and slow-cooked pork belly cassoulet with a variety of sides, including a bright Romaine lettuce salad with orange and pistachio to balance out the richness of the main dish. I led the concept, creation, and execution for the look and feel of this dinner party box.FIRESIDE FEAST
FOOD & LIFESTYLE ART DIRECTION
Collaborated with consumer insights and brand marketing to reimagine the Blue Apron welcome box experience. Designed a box topper and booklet that balance education with an approachable, engaging tone, helping customers navigate key details like how to read our recipe cards. Additionally, we refined our welcome email series to align with this approach, ensuring customers feel informed and excited to cook their first box while fostering long-term retainment.
