Instacart launches new brand identity system by Wolff Olins


Wolff Olins has partnered with Instacart to create a new identity system for the brand, as part of the grocery technology company’s ambition to serve more retail categories beyond food.

Instacart brand refresh

Rooted in a new positioning and iconic logo, Instacart’s new identity system is now fully rolled out and features a proprietary type family, fresh colour palette, vibrant photography direction, and delightful illustration system. 

The roll out of the refreshed brand follows the unveiling of its new logo in April.

Instacart started in 2012 as a consumer marketplace with the goal of bringing the grocery industry online. 

Since then, the service has expanded to deliver a wide range of goods, such as Sephora beauty products and home improvement essentials from Lowe’s.

Wolff Olins creative lead on Instacart, Senior Creative Director, Daniel Renda, said: “It was a pleasure to collaborate with Instacart’s leadership and Creative Studio.

“Instacart isn’t just an efficient digital product, it’s a service that adds emotional value to people’s lives by giving back vital time and helping you nourish your family – it also deals primarily with food, which comes with a great deal of passion and emotion.”

To capture both Instacart’s innovative technology and the emotional value it adds to people’s lives, Wolff Olins developed the Shop+Savor ethos as the foundation of the creative work.

“This duality informs every aspect of our identity system, from the crave-worthy typography designed in partnership with Ryan Bugden, to the transformation of the beloved carrot into a dynamic symbol meant to delight people in every part of the experience,” added Renda. 

“We’re very proud of our continued collaboration and believe this transformation will help Instacart become a beloved and iconic brand.”

Kevin Byrd, Executive Creative Director at Instacart, said: “Our vision in establishing a world-class Creative Studio began with evolving the core tenets of our brand with Wolff Olins. 

“Wolff Olins fostered a deep working relationship with our team, which spurred incredible creativity”.  

“The new identity for Instacart reflects our aspirations of modernity and familiarity, and provides a solid platform upon which we continue to build. 

“It’s exactly what we needed at this moment in our journey as a company and as a brand.”

In April, Instacart unveiled the update to its signature carrot logo, also created in partnership with Wolff Olins. 

Since then, a complete design system has been developed that serves as a foundation for Instacart’s evolved marketing and product experience – most recently brought to life in Instacart’s “The World is Your Cart” campaign starring Lizzo, and another campaign to support the arrival of its value-driven subscription service, Instacart+.

The new brand identity has seen Instacart through its continued growth, to a moment where the brand now partners with more than 900 retail banners across 75,000+ stores in North America and more than 5,500 CPG brands.