Repackaging same-day delivery for the national stage
Originating in Birmingham, Alabama, Shipt had exceptional roots as a local delivery hero, spurring their expansion and culminating in their acquisition by Target in 2017. Huge was engaged following recognition of the need to amplify brand recognition and overhaul their brand identity to support the next stage of their tremendous growth.
Qualitative research revealed that customers trust not just anyone to take on the task of shopping and essentially wanted a “shoppelganger.” The Shipt experience had the benefit of being grounded in stories of acts of kindness that often occurred in their founding city. This insight of personalized connection helped guide design work and laid the path for a national geo-targetted campaign.
In 2020, the unveiling of Shipt's revitalized brand identity marked a milestone in their quest to resonate with a broader audience. Departing from the original whimsical imagery of a spaceship, the new logo—a shopping bag formed from a fluid "S" stroke—ushered in a new era of vibrancy and sophistication. This cascaded into a comprehensive design system, encompassing every facet of the brand from app interface to packaging. Through careful collaboration, Shipt's brand was poised as a leave a mark on the landscape of modern convenience as they deliver more than groceries.Huge, 2021
Client: Shipt
Role: Senior Designer