What is Instashop?

Do you like the idea of doing your grocery shopping from the comfort of your living room or while you're on the go? Well Instashop is an online app that allows you to do just that. The average person spends at least once a week in the grocery store fighting long lines and not enough cashiers. As consumers, we are often in a hurry so the idea with Instashop is to help shoppers complete their grocery shopping without having to sacrifice a lot of time.

But InstaSHOP needs a brand identity before we can launch the app.

Before diving into the logo design, I needed some inspiration to help get my creativity flowing. So I gathered some images from Pinterest that had a look and feel that I wanted to communicate through the Instashop brand. I envisioned a dark and rich pallet for the brand with high contrast.

I sketched out some concepts to help me do some out-of-the-box thinking for the brand. Clean and fun with personality is what I wanted to communicate along with sophistication. For the primary logo, I narrowed my sketches down to 3 concepts before making a final decision to move forward with my third option.

For the secondary logo mark, I wanted to explore some ideas around a "checkmark" (as we usually check an item off of our shopping list as we are shopping down the grocery aisles). For this particular logo mark, I wanted to create a hidden abstract message behind the logo with a "smile" using simple shapes and the tagline.

Choosing a typeface was very important in building the recognition of the Instashop brand. Grocery shopping should be a FUN experience so I wanted to put a primary focus on communicating personality within the brand by combining a thick brush font (Molleat) to give an "artsy" appeal and a clean sans-serif font (LibelSuitRg).

When choosing my color palette, my decisions were based off of one question: "What do I want consumers to FEEL when they see the Instashop brand?"