Blue Apron

Blue Apron

Blue Apron is a meal kit delivery service that sends customers recipes and ingredients to cook meals at home. During my time at Blue Apron, I led creative development and execution for marketing campaigns across digital advertising channels, email, social, web, app, packaging and printed materials.

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.

FIRESIDE FEAST

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.

Lifestyle photography

ART DIRECTION

Art Direction: Brittany Peipert
Photographer: Mike Krautter
Prop Stylist: Sarah Vasil
Food Stylists: Gregory Lofts, Cate Brown