Instacart refreshes brand image

Online grocery delivery service Instacart is refreshing the brand’s image.

First covered by Store Brands’ sister publication Progressive Grocer, Instacart has rolled out a new brand identity that the company says better reflects its evolution and supports a “more modern, inspirational and connected experience for our community.” The refresh keeps Instacart’s iconic carrot graphic, but includes a new logo, wordmark, typography and color.

The original carrot has been transformed into a flexible symbol to represent “shop” and “savor” – terms the company says are part of its value proposition. A new color palette is a nod to food and includes “Kale” green, “Turmeric” yellow and “Guava” pink.

The new brand identity will be progressively rolled out in the coming weeks and will first be seen on the consumer and shopper Instacart app, app stores, advertising offerings, retail and enterprise products, corporate website, email, social channels, paid media and events assets.

 Instacart works with over 750 retail partners to deliver private label products across several categories. Prior to the brand refresh, Instacart added the new Shoppable Recipes feature, which came shortly after Instacart added three new features to its platform: live phone support, a safety toolkit and an in-app navigation feature.

“While it was important to us to evolve and modernize the brand, it will also remain familiar,” said Laura Jones, VP and head of marketing at San Francisco-based Instacart. “Our brand continues to feature the original carrot icon, but we’ve revamped it to capture the emotional spectrum of the evolving brand, to include features that enable us to spotlight new use cases that have become important to our customers such as home goods, beauty, electronics and more, and to highlight our retail partners and advertisers."