Fresh 🍃

Instacart keeps it fresh with a new logo and identity

Instacart old logo
Instacart new logo

The refreshed visual identity will include a new logo, wordmark, typography, and color.

“From the beginning of the redesign process, we knew we would retain the carrot icon. We love its original spirit and how beloved it is by everyone in our community.” according to a post on their website. “But we wanted to reimagine the carrot in a bold and flexible way that matches our current offering and future ambitions.”

Founded in 2012, Instacart is a grocery delivery service owned by Maplebear Inc. The company was started by Apoorva Mehta, Max Mullen and Brandon Leonardo and is headquartered in San Francisco, California. 

The grocery delivery service serves customers based in Canada and the United States. Users can order groceries from various retailers through the Instacart website, with the task of grocery shopping being done by a personal shopper.

The company has earned $1.8 billion in revenue in 2021, and has gained around 3,000 employees in 2022, and with around 300,000 workers to perform tasks such as personal shopping and grocery delivery. 

Beyond personal grocery shopping, Instacart also offers a pick-up service to its customers, where they can pre-order certain items from a store that is partnered with Instacart. Some of the company’s partners include Rite Aid, Walmart, Staples, Aldi, Kroger, and Costco.

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