Blue Apron is an American meal kit and food delivery company that launched in 2012. Its visual identity has evolved through two documented phases: a 2017 system developed with Siegel+Gale, and a 2025 relaunch created by the agency Associates by Design.
Design and History
Blue Apron’s early logo was created through a contest on the design platform 99designs, where a winner was selected from 180 designs submitted by 30 freelance designers.[1]
In 2017, Siegel+Gale redesigned the identity. The agency took Blue Apron’s existing icons and drew a custom set of iconography, creating a logo signature system that simplified the mark by removing the words “Blue Apron” from the primary symbol, since the apron illustration was already clear on its own.[2][3] The work was part of a broader packaging and iconography project that extended the identity as Blue Apron added wine to its offerings.[3]
In August 2025, Blue Apron relaunched with a new visual and verbal identity created by the agency Associates by Design, designed to communicate a “clean, modern and approachable energy” across brand touch points, from digital user experience to physical packaging.[4] The relaunch accompanied a shift away from the subscription-only model toward à la carte ordering, and included a new logo, redesigned app and website.[5]
Meaning and Symbolism
The 2025 relaunch introduced a new mascot called the Blue Apron Sous, named after the term sous-chef. Sous is an illustrated chef that appears as a man, woman, or child wearing a blue apron, and is meant to convey that the brand is “with you in the kitchen, helping you out.”[6]
A trademark application filed by Blue Apron, LLC in October 2025 describes a logo mark consisting of an apron in the color blue.[7]
Typography and Design
Following the 2017 redesign, the Blue Apron logo was set in the typeface Signika, while the rest of the identity used Cera Pro as its typographic backbone, including on packaging and printed materials.[8]
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