SupremeLeeErica

From discovering, cooking and enjoying food, Blue Apron wanted to stand out and communicate their unique value to prospective consumers, influencers and amateur chefs. We designed a digital editoral, connecting people to local farms where the ingredients were sourced. Through demonstrating how the produce grows, we brought more intimate knowledge around ingredients to approach a healthy lifestyle easily. With our designs and sharable cards, we enabled customers to personalize their meals specifically to their favorite types of food and help them explore different varieties of recipes.  

Focusing on Ingredients

Within the dish we eat, it's important to understand the taste and balance or acidity, savory or bitterness in each particular ingredient. As a semi-developed chef, I personally like to experiment on the combinations of flavors within the ingredients while I cook. Within the template created below, it gives a thorough context on what a True Fairytale Eggplant is.  Whether it is for someone who is  an adventurous amateur (like me) or a cultivated chef, anyone could learn more about the eggplant. 

Even though Blue Apron is one of the largest companies in delivering fresh ingredients weekly, it isn't enough to keep loyal customers. We wanted to capture empowering content that is sharable and search friendly to develop better habits, gain more confidence and discover new recipes. From kid-friendly tutorials to a cook-along podcast, create unique content to enhance the dining experience.