Blue Apron

The perfect pairing

Bringing accessibility and sophistication to a winning wine list


Once considered a startup darling, Blue Apron was losing its shine amid a sea of imitators. To regain its edge, the meal kit service added wine to its offerings, but struggled to make it as accessible to consumers as its sophisticated cuisine.


By rooting our design strategy in Blue Apron’s business imperative—making choices simple and attractive—we could help make their wine experience inspiring, rather than intimidating, while creating a consistent look and feel that could expand with the brand’s portfolio.


We refreshed Blue Apron’s wine packaging and iconography to be clear, yet whimsical—making information more digestible while introducing elements of surprise and joy. By successfully adapting the brand’s friendly, yet elevated, aesthetic for its wine business, we helped Blue Apron begin to diversify its offerings while setting the stage for future growth.

Our new logo signature system simplified the Blue Apron mark by removing the brand’s name in favor of a clean illustration. We also created custom iconography inspired by Blue Apron’s existing icons, establishing a more coherent and distinctive style that balances approachability with a premium feel each wine.


Creativity International Awards—Silver, Packaging

Transform Awards North America—Bronze, Best Use of Packaging

By simplifying…it allows us to unleash far more discovery and out-of-the-box solutions, which leads to better results for the company and our consumers.”

Jared Cluff, CMO, Blue Apron