Blue Apron Branding

LET’S MAKE SOMETHING SPECIAL

Blue Apron’s mission is to make incredible home cooking accessible to everyone—to the novice cook just getting started, as well as the experienced chef who considers the kitchen home. We wanted to have something for everyone, and to be there through their journey as they learned, grew, and made memories with the people they love.

Inspired recipes, incredible ingredients. Blue Apron wanted to change the way people saw food, and wanted to change the food system in the process.

I was hired at Blue Apron out of graduate school. I knew how to do two things: cook and write. When I started, I was the only writer at the company. This gave me the creative freedom to shape the brand’s DNA, to design its unboxing materials and to write the copy that would bring the brand to life and hopefully change people’s lives (and the planet) for the better. These were lofty goals, but with the dedicated team and maybe a little luck, we succeeded in building a billion dollar brand.

During my time at Blue Apron, I wrote recipe copy, campaigns, cookbooks and field guides; I interviewed farmers and artisans; I got the chance to learn something new every day. Even today, when I walk through the farmers’ market, I still find a use for the odd facts I absorbed. Blue Apron gave me the chance to bring that information to millions of others, hopefully making their kitchens a little bit warmer.

While I’ve moved on, the passion, knowledge and experience I gained as a result of working at Blue Apron (and cooking with Blue Apron) have changed my life, which is I suppose what the brand sets out to do. The ideals the company was built on—lifelong learning, a desire to create, a desire to share—are with me every day.