BLUE APRON ABROAD

Blue Apron has the opportunity to be more than just a food delivery service. To give them a unique position in an increasingly crowded market, we created a new product offering that uses diversity in food as a gateway to embracing other cultures. Experience cuisines and lifestyles of the world without ever leaving home. Blue Apron Abroad is the world in your kitchen.

 
 
 
 

HOW IT WORKS

Abroad features a new region each month, with one authentic recipe per week. Add it to your current Blue Apron plan, or sign up for just the Abroad subscription.

 

We chose Thailand to be our prototype box. With the help of our classmate Majic, we gathered authentic supplies and ingredients to make Moo Ping, a very popular Thai street food.
 

 

A printed booklet and a textile magnet are included in the first delivery of every month. The booklet familiarizes you to the region and introduces the featured region's cooking guide.
 

 

The textile magnet is used as a QR code to save recipes to a Recipe Passport in the expanded Blue Apron app. 
 

 

The cooking guide is featured in tutorial videos, and is available to answer questions users have throughout the month.
 

 

While cooking, rotate your device 90 degrees to access story view. Here you can have an immersive experience and learn more about the culture of the region.
 

 

We created a new website for the service with a more interactive cultural experience. You can check it out here.

 

PRINT CAMPAIGN

 
 

INSTAGRAM

The Blue Apron Instagram account is taken over by the Abroad cooking guides. The guide for the featured region posts fun lifestyle photos for the month, giving followers a first-hand look at the culture of the featured region.
 

 

Awarded a Silver Cannon Ball at the Richmond Ad Show for student work
 

Art Directors: Jessica Sugerman and Jansen Yoder
Experience Designer: Katie Cullinan

Thank you Majic Aubert for being our Thai cooking guide!