Instacart’s rebrand, led by Wolff Olins, transformed the grocery delivery app into a leader in the broader delivery space. The new identity, anchored by the “Shop+Savor” ethos, features a dynamic carrot logo, appetizing typography, and a vibrant design system. This evolution helped Instacart expand its reach to 1,100+ retail banners and achieve a 153% increase in online mentions.

From Grocery App to Delivery Leader
Instacart’s rebrand reflects its evolution beyond groceries into a comprehensive delivery platform. The “Shop+Savor” ethos captures the emotional impact of its services, empowering users to enjoy life while Instacart handles the shopping.

A Dynamic Carrot Logo for a Dynamic Brand
The iconic carrot logo was reimagined as a dynamic symbol, with its streamlined top doubling as an arrow. This logo design reflects Instacart’s expanded offerings, from groceries to home improvement and cosmetics.

Appetizing Typography and Vibrant Design
The rebrand features appetizing typography and a vibrant color palette, creating a craveable visual identity. This graphic design approach ensures Instacart stands out in a competitive market.

Inspiring Reach and Resonance
The new identity resonated deeply with customers and internal teams, driving a 153% increase in online mentions. The digital experience design also contributed to a double-digit percentage increase in site visits post-launch.

Award-Winning Recognition
Instacart’s rebrand was named 2022’s #1 Icon and Logo Evolution by Brand New and earned accolades from Clio Awards, D&AD, and more. The visual identity set a new standard for delivery platforms.