As the leading home delivery service, Blue Apron needs to differentiate itself from its competition to stay on top.
A brand extension for Blue Apron that provides access to authentic recipes, ingredients, and utensils to truly eat like a local and uses storytelling to connect people to other cultures. Each month, the featured region changes and the customer gets access to immersive content and contact with a local cook.
To give Blue Apron a unique voice we expanded its mission to include increasing diversity in our diets as a gateway to embracing other cultures. To encourage understanding, exposure is the first step. It’s a business opportunity that also addresses a cultural problem.
UX, UI, Creative, Front-end Development
I designed the website and the Abroad app extension to make the ordering and cooking process seamless and engaging. The app became the home for all the immersive content for each region, where users can watch tutorials, interact with a local guide, and get in-depth information about the recipes. I also worked on the Instagram campaign and magnet feature.
Blue Apron Abroad will keep people engaged from initial contact to ordering a box and making dinner with unique stories about cuisines from around the world. The local cook provides a personal connection to the culture by guiding users through the recipes.
Customers will get information about the program and learn more about the region of the month and its cuisine on the website. We used Thailand as the region for the first month and cooked some delicious Thai recipes.
An interactive map that introduces the upcoming regions and a bit about their cuisine.
An introduction to your guide for the month. For Thailand, our classmate Majic will be helping you explore Thai cuisine and culture.
360-degree videos exploring places of interest in the region of the month.