To keep its competitive edge in the crowded recipe and delivery marketplace, Blue Apron has diversified its “menu” to add wine and has debuted new packaging for this effort. Siegel+Gale took Blue Apron’s current icons and drew a custom set of iconography that extends the identity, making the system more coherent and flexible to allow continued growth of the brand’s portfolio. This included creating a logo signature system and simplifying the mark by removing the words “Blue Apron” since it was already clear in their symbol.
To make wine more accessible, Siegel+Gale created moments of surprise and delight: from a hidden message for the mailman beneath the shipping label to illustrated vignettes that celebrate the shared experience of uncorking a bottle of wine. Simplified wine tasting cards accompany each box so that the information is clearer and less intimidating. On the project for Siegel + Gale were Creative Director Kate Hilliard, Senior Designer Yoshié Hozumi, and Senior Strategist is Anneliese Atwell.