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.

As covered in ABC News, Good Morning America, Fast Company, and Blue Apron’s own announcement, 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. Our 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.

ABD partnered with Blue Apron to evolve its brand identity into a sharper, more resonant platform. Guided by the new framework and messaging architecture, we built the brand around 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. The refreshed verbal and visual identity strips away clutter, balances warmth with confidence, and sets a higher bar for the meal-kit category. By aligning the brand with contemporary expectations—flexibility, variety, and joy—we helped Blue Apron signal not just a relaunch, but a reinvigoration: a food brand once again leading culture rather than chasing it.