October 2020, Collateral Art Direction for Blue Apron Kitchen
Ramoo Rojas
I created the visual identity of Blue Apron Kitchen and wrote ad copy for its launch on social media. I used Lato to keep text legible on small screens, and made visual elements consistent across device resolutions and screen orientations by designing in a 1:1 (square) aspect ratio to create a clear hierarchy of information in each image.
With subtle flourishes of vaporwave like blue gradients, sans serif type, well-defined geometry, and a halftone overlay in each graphic, I pushed Blue Apron Kitchen and its long-loved Filipino favorites into the 2020s and beyond.
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Posted Oct 7, 2023
This project began in June and was completed in October 2020 for Blue Apron Kitchen, a ghost kitchen that operates in my native country of the Philippines.
