Instacart debuts new brand identity

Online grocery platform 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 retains Instacart’s iconic carrot graphic, but includes a new logo, wordmark, typography and colour.

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

The new brand identity will be 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. 

The 10-year-old Instacart, which currently serves more than 750 retail partners and 5,000 CPG brands, now considers itself grocery-first, but not grocery only. The company has grown to include delivery of home goods, beauty, pharmacy, electronics, office supplies and hardware, and also works closely with brands and retailers to help them succeed.