Instacart Rebrand & Brand Identity

Instacart is a grocery delivery service. Wolff Olins' 2022 rebrand kept the beloved carrot but split it in two, turning the leafy top into an arrow for shopping and the round root into a sign of savoring, while the wordmark and two new typefaces inherit the same split and a food-based palette lets the brand reach beyond produce. With delivery now table stakes, Instacart needed to cover home, beauty and pharmacy and move from transactions to inspiration.