Blue Apron
* Deliver Delicious

By 2024, Blue Apron found itself at a crossroads. Once a pioneer in meal kits, the brand faced increased competition from grocery delivery and takeout, and consumer perceptions of the category had shifted toward convenience over craft. 

The company recognized it needed to evolve from being seen as a subscription service with limited menus into a modern, flexible food brand with broader cultural relevance. The insight was that Blue Apron’s greatest strength—its ability to deliver that first-bite “wow”— was being buried under transactional messaging and operational complexity. To reclaim trust and excitement, the brand needed to reconnect with its origins: bringing culinary creativity and deliciousness into everyday life.

The new Blue Apron was built on a clear POV—Deliver Delicious—a rallying cry that reframes every customer touchpoint, from packaging to app notifications, as an opportunity to surprise and delight. To add warmth to the identity while leaning on its culinary chops, we created an unofficial mascot for the brand: The Sous. The Sous enables the brand’s promise of Deliver Delicious and embodies Blue Apron’s refreshed personality: approachable, resourceful, and ready to elevate mealtime. Need lots of help? The Sous is there. Just a nudge, the Sous’ got you.

Creative Partner: ABD

[Brand Strategy, Naming, Product Strategy, UX Strategy, Verbal Identity]