Blue Apron Brand Identity

Not long ago, Blue Apron hired their 2,000th employee. I was their 29th.

As the company’s first writer, and later as its editorial manager, I had the privilege of helping form the company’s identity from the beginning.

Blue Apron was a small company with a big goal. From our little test kitchen nestled under the Brooklyn Bridge, we were going to change the way America ate. Starting with the ingredients.

Admittedly, a lot has changed since I was there. But one campaign I pitched during my time there is still around. ‘Ingredients of change’ was based on a simple premise: people care where their food comes from.

Less time and fewer miles between the farm and the frying pan doesn’t just mean a better meal, it means a more equitable, sustainable system.

I traveled the country learning about the system and our impact on it. I got to showcase the humans who grew, harvested, fermented, ground, and filleted everything that went into a meal for two.

The omni-channel campaign raised awareness and brand affinity and presented an authentic narrative our home chefs could see and taste in every box.