After seven years, the Blue Apron brand needed a tune-up rather than a complete overhaul. The objective was to build on the strengths of what was working, instill consistency where it was lacking and create visual distinction to stand out as the premier meal kit within a crowded, competitive industry. Collaborating with department leads to establish an overall brand archetype structure, I led the creative team in developing each area of the brand refresh and guidelines—rolling out the new direction company-wide.

REDESIGNED MARKETING MATERIALS
Creative Direction Michelle Snyder | Design Lauren Turnier / Kasey Bohnert