Dive Brief:
- Online delivery service Shipt introduced new branding Thursday, including a different logo and updated color palette, according to an email sent to Grocery Dive. This is the first-ever brand refresh, according to a company blog post.
- One of the core elements of the rebrand is the company’s new logo, which replaces the old spaceship logo the company launched with. The new logo is shaped like a shopping bag but also creates an "S" shape, a company spokesperson told Grocery Dive.
- Another central component to the rebrand is the addition of the color plum to the company’s color palette, to help differentiate Shipt from the classic green, which is a common color used in the grocery industry, the company said.
Dive Insight:
Since it launched in 2014, Shipt has grown rapidly and now has more than 90 local, regional and national retail partners. As the company continues to expand, its leadership felt it was time to develop new branding that may appeal to customers.
"We’re thrilled to debut a new brand identity to the world today," said Harley Butler, chief marketing officer for Shipt, in an email to Grocery Dive. "As Shipt continues to grow and evolve, we felt it was time to invest in branding that represents who we are, what we do and the quality with which we do it."
In addition to the new logo and color scheme, the company updated its typeface and revamped the look of its website. A new multichannel ad campaign will follow the rebrand later this month, which will include 10 video vignettes across TV, digital platforms like Audible, social media and radio. The campaign tagline is "over-delivering delivery," and more details will be announced soon, the company said.
Shipt, which was acquired by Target in 2017, will continue to expand its network of partnerships grocery retailers. But the company said it is also exploring other retail verticals as it looks to grow its footprint. Shipt recently announced new partnerships with Sur La Table and Office Depot.
