Instacart’s name change reflects the rapid evolution of grocery delivery

Diving Brief:

  • Instacart unveiled a brand refresh designed to reflect the evolving nature of the business and match the rapidly growing grocery delivery landscape, according to a press release.
  • The redesign revamps the look of Instacart, with a modernized logo, typography, and colors like “kale green” and “guava pink.” The grocery delivery service retained its signature carrot logo, but changed its look to encompass a broader focus on the non-food items the service provides, such as cosmetics and office supplies.
  • Instacart’s rebranding also puts more emphasis on its retail partnerships, drawing attention to partners like CVS and Publix. The visual refresh comes at a time when Instacart continues to roll out features it says will benefit its business partners, but some experts are seeing tensions, like controlling customer relationships, between the company and its partners.

Overview of the dive:

As pandemic restrictions ease again and in-person shopping becomes commonplace again, Instacart is looking to maintain the unprecedented growth it saw at the start of the pandemic. A crowded market for third-party grocery delivery — in addition to retailers’ own pick-up and delivery services — has put added pressure on early entrant Instacart to stand out, especially shortly after a workers’ strike over low wages in October 2021.

The new logo leans on bolder lettering in a dark green color. Only the upper part of the orange core is shown, with the lighter green fronds designed to resemble an arrow that allows for flexible use across all channels. Animation is used to show slingshots bouncing across Instacart’s available products. Another animated piece of art has slingshots clicking on a series of major brand partners, of which Instacart currently has around 750.

The rebranding follows the massive growth of Instacart and the broader grocery delivery market, spurred by the onset of the pandemic. Instacart grew by over $15 billion in 2020. Its dramatic growth put it behind Amazon in terms of CPG sales growth that year. Now, the potentially waning pandemic could signal a sharp slowdown in that growth. However, the pandemic has changed the habits of some consumers forever, potentially cementing delivery’s place in the modern grocery landscape as some people continue to opt for convenience features such as long-term pickup and delivery. term.

Instacart’s visual refresh and broader focus on retail partners and its expanded product offerings comes as some consider the company’s long-term plans. Instacart has maintained its position as a “retail enablement platform” and has no plans to become a retailer itself. Over the past few months, the company has launched tools and offers that it says are intended to meet retailer demands.

Its acquisition of smart cart maker Caper last year and its work on the automated fulfillment service has led some experts to speculate that it’s only a matter of time before Instacart cuts out the middleman.

As many retailers turned to Instacart at the start of the pandemic to bolster their online presence, the desire to gain more control over the e-commerce experience and retain more sales has led to growing interest in rolling out services like as branded delivery and internal e-commerce. operations.

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