The original meal kit
Work includes: branding, CRM, performance marketing, packaging, video + audio
Just a taste of the rebrand
In 2025, Blue Apron launched a brand refresh that included a new, subscription-free business model and two new product lines. It also came with a fresh look and feel across all customer touch points, a new app, and the introduction of a Blue Apron+ monthly membership.
This rebrand was a collaboration with Associates by Design and contractor Ray Sultan.
Performance marketing
In paid channels, abundance is key. Ads targeted various audiences (1-2p homes, families) with copy highlighting newness and convenience.
launch emails - prospect + churned, editorial emails
Emails prioritized ease and convenience, highlighting clear benefits (and differences, for lapsed customers), product education, and promotion.
Dig into more Blue Apron
CRM
In-box education
Engagement emails
abandon cart emails
Packaging
