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Blue Apron Orders Wine With Dinner

Package Design USA (PDUSA), Top Stories May 15, 2017May 16, 2017 Ilana Greenberg
WINEHEAD

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.

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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.

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Tags

blue apron, blue apron wine, logo, Siegel+Gale, wine packaging

About Ilana Greenberg

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