Online grocery platform Instacart has rolled out a new brand identity which the company says better reflects its evolution and supports a “a more modern, inspiring and connected experience for our community.” The refresh retains 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 “buy” and “enjoy” – terms that 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.
“While it was important for us to evolve and modernize the brand, it will also remain familiar,” said Laura Jones, vice president and chief marketing officer at Based in San Francisco Instagram. “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 allow us to spotlight new use cases that are become important to our customers, such as household goods, beauty, electronics, etc., and to highlight our distribution partners and advertisers.
The new brand identity will be rolled out gradually over the coming weeks and will first be visible on the Instacart app for consumers and shoppers, app stores, advertising offers, retail products and company, company website, email, social media, paid media and event assets. .
The 10-year-old Instacart, which currently serves more than 750 retail partners and 5,000 CPG brands, now sees itself as a grocery store first, but not just a grocery store. The business has grown to include the delivery of home, beauty, drugstore, electronics, office supplies and hardware, and also works closely with brands and retailers for help to succeed.
The announcement follows a series of news from Instacart over the past few months that further reinforce the company’s evolution, including a Purchasable Recipe Solution which allows food creators to make their recipes shoppable on Instacart through integrations with TikTok and Tasty, as well as Hearst Magazines properties including Delish and Good Housekeeping.
“At Instacart, we are passionate about food and we invest in unleashing that passion for others,” said Asha Sharma, Instacart COO. “By making popular recipes from destinations like TikTok and Hearst Magazines’ Delish easily purchasable with just a few clicks, we’re helping people put that passion into action by buying a few items from their favorite local store so they can create exciting new meals. .
Indian and South Asian market Quickly announced in February that it was working with Instacart to introduce nationwide delivery of its ready-to-eat meal kits and local grocery delivery of Indian staples, including spices and sauces. Additionally, Instacart is partnering with Delta to allow SkyMiles members of the airline to earn miles on their grocery purchases made through the platform.
In a nod to Women’s History Month, Instacart has also pledged $1 million to support CPG brands owned by women within its market