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jungrimlee13@gmail.com                                             Ava Lee  이지유
jungrimlee13@gmail.com                                         Ava Lee 이지유

P008 → Blue Apron Rebranding


Blue Apron, founded in 2012, is a meal kit delivery service designed to make home cooking easier and more accessible. It delivers pre-measured ingredients and step-by-step recipes to customers, enabling them to create fresh, home-cooked meals without the need for meal planning or grocery shopping.

Blue Apron’s rebranding combines warmth and approachability while emphasizing the joy of cooking and the convenience and quality of its service. Retaining its iconic apron logo, the brand updates its look with modern illustrations, focusing on quality, sustainability, and convenience. Soft greens and neutral tones evoke freshness and sustainability, aligning with Blue Apron’s core values. This new visual identity reinforces its mission to make cooking enjoyable and accessible, with a focus on eco-friendly practices and high-quality ingredients.