Instacart reveals revamped app and brand identity in new campaign


Instacart’s animated ad exemplifies the ease its new app offers families – and the brand’s new earthy, food-inspired color palette.

Instacart aims to transform grocery shopping from a mandatory task into an inspiring, collaborative and profitable activity. Here’s how their new app, campaign, and brand identity are helping them do just that.

Instacart is North America’s largest online grocery platform, delivering from over 70,000 stores in over 5,500 cities. To mark 10 years since its inception, it released a 30-second spot introducing its followers to its new brand identity, app and subscription service.

In a lively new ad, people order goods while hunkering down and relaxing on the couch together. Some toast, while others celebrate a dog’s birthday, all from the comfort of their homes. It also highlights Instacart’s new brand identity, which includes a sleeker typeface and a new color palette rooted in food. Think green “kale”, yellow “turmeric” and pink “guava”.

“While it was important for us to evolve and modernize the brand, it will also remain familiar,” Instacart vice president and chief marketing officer Laura Jones said in a statement. “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 and more and to highlight our distribution partners and advertisers.

Previously called Instacart Express, Instacart+ offers free shipping on orders over $35, savings on every order, and allows subscribers to share their subscription with everyone in the household. The subscription costs $99 per year.

The new app also aims to make meal planning less mundane and more collaborative. With the “Family Carts” tool, household members can collaborate on the cart building process and shop together, adding their own items to a shared cart.

The campaign is part of Instacart’s strategy to grow its subscriber base, which is its most engaged customers. Last year, the brand reported that the group spent about double the number of non-members each month.

The rebranding was done between Instacart’s in-house creative studio, marketing and design teams, and its partner agency Wolff Olins.

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