Refreshing the brand
If you used Instacart in 2019, your experience of the brand was like any other tech company. A suitable, simple approach to capture the literalness of the service with illustration and stock photography. With so many eyes on the company in early 2020, it was clear we had to reframe our identity and show real use cases to the millions of people who were suddenly coming to the platform.
A new approach
The illustrated brand was done out of necessity and a lack of resources. With a new infusion of support for marketing and budget for research that zeroed in on our core audience personas, we quickly updated the brand with photos and revised guidelines that resonated strongly. Finally, Instacart had a strong point of view on who we were and what we offered.
To see the full guidelines, click here.
