I created the visual identity of Blue Apron Kitchen and wrote marketing copy for its digital-first launch in the September of 2020. I used the typeface Lato to keep text legible even on small screens, and made visual elements consistent across device resolutions and screen orientations by designing in a 1:1 (square) aspect ratio.

The cloud restaurant’s launch menu featured dishes that are red, orange, brown, and yellow in color. I placed photos thereof against white backgrounds, and wrote their names and prices in blue along with white to create a clear hierarchy of information in each image.

I then referred to the vaporwave artistic movement to create subtle flourishes in each graphic—more blue gradients, sans serif text with cleanly defined shapes, and a halftone honeycomb pattern overlay produced an aesthetic that pushed Blue Apron Kitchen and its long-beloved Filipino favorites into the 2020s and beyond.