Instacart

Our first task was to craft a sonic logo. We started an in-depth discovery process, including a deep dive into the brand and landscape as well as collaborative mood-boarding sessions. We distilled our findings into strategic principles to guide our approach:

With the strategy in place, we engaged in a far-reaching sonic exploration, investigating sounds inspired by pop music, food ASMR, jangling shopping carts, playful articulations of the brand name and much more. We finally landed on the perfect sound, a composition called “Joyful Adventure” inspired by Instacart's "Shop + Savor" ethos.

This sound features a joyful whistle that speaks to the vibrancy of the Instacart brand, and a satisfied hum signifies the way Instacart gives customers more time to savor life. These are layered on top of a tasteful harmony that is both forward-looking and subtly surreal.

As a nod to the brand's food-based heritage, we recorded dozens of carrots to find the perfect snap, along with tactile cutting board sounds which we sculpted into a satisfying gesture to represent the convenience of groceries just one tap away.

"There was a unique opportunity to translate that savoring of life into sound for Instacart."

We then expanded this sonic DNA into an entire universe of sound. Instacart needed a unique musical aesthetic that could help connect with its audience, reinforce its cultural prowess, and differentiate it from competitors. We developed a musical style that is refreshing and eclectic, with pop appeal. Leveraging a collage of diverse influences, we combined funk, disco, and even barbershop quartet into one contemporary and dynamic aesthetic.

"It’s what’s on the record player at the party we’re hosting, while we entertain and engage our guests. Tactically, music is a key differentiator for us within the competitive landscape — its curation reinforces our cultural prowess.”

We knew this music would need to help tell a range of stories while always sounding uniquely Instacart, so we developed a robust toolkit with musical assets across three energy levels.

Finally, we turned our attention to the user experience. Our goal was to create a sonic UX ecosystem that would provide feedback, manage attention, and celebrate special moments. We engaged in hands-on research to truly understand the perspective of users. We found that, for shoppers, a sensitive approach to sound was especially critical. Shoppers work in noisy environments and need to manage time-sensitive communications with customers while picking out the right products and produce. We needed to create sounds to cut through the noise and provide useful information without being distracting or intrusive.

The final UX toolkit included a range of elements drawn from Instacart's overall sonic DNA. Tactile sounds drawn from the carrot elements of the sonic became subtle confirmation tones to lend weight and satisfaction to interactions. Notification sounds subtly hint at the melody of the sonic logo to capture attention and facilitate timely communications. Finally, for special, rare moments and milestones, we sculpted sounds that could add an element of joy and vibrancy to celebrate what makes Instacart special.

Each of these sounds came in Mild, Medium and Spicy variations for flexibility, forming a toolkit of future-proof UX sound variations that could live on as the product grows and evolves.

Finally, we created guidelines for all aspects of Instacart's sound, including a music style guide, templated composer briefs, guardrails for voice casting and coaching, and in-product haptic vibrations. Our work can be heard across the entire Instacart ecosystem, helping them stand out from the pack, convey their personality, and connect with their audience.