Instacart Magic, Delivered
A seasonal identity for one of the busiest moments of the year.
Rooted in tactile materials, the world comes to life through felt characters, hand-drawn ornaments, illustrated details, and a living custom typeface that shifts and adapts across touchpoints. Together, these elements form a flexible visual language that carries the brand through the season, creating space for variation, surprise, and play. From in-app moments to a national film and OOH, the system creates continuity at scale while retaining the character of handcrafted making.
A flexible holiday system designed to scale across channels, moments, and markets while showing up in the everyday moments that bring people together.
Services
Art Direction, Brand Identity, Design System, Motion Design, Toolkit Creation
A handcrafted seasonal identity built from hand-drawn elements
Felt characters, custom typography, and illustrated details carries across film, in-app, social, and OOH
A flexible system designed to support seasonal extensions