elGrocer Visual Identity Rebranding

Founded in 2015, elGrocer is one of UAE’s leading grocery delivery tech startups (now acquired by Etisalat Group - Smiles) that connects retailers, consumers, and FMCG brands across all of the seven emirates and aims to redefine how grocery shopping is done. Being heavily customer-focused, elGrocer felt the need to refresh their visual identity as part of their global rebrand. The original identity had started to look outdated and lacked consistency.

I was approached to solve this problem by giving the brand an evolutionary visual upgrade that carried forward their original resemblance and at the same time, allowed them to look more well anchored in the tech startup industry. The goal was to make the identity visually more contemporary, unique, and authentic that instantly made them belong to the world of fresh groceries.

These core values were directly translated into the new simplified branding that now conveys a touch of freshness, modernity, and denotes the human-centric focus of the brand ranging from the smiley-shaped curvature, fresh leaves in the 'O' fruit mark & the vibrant color palette to the overall roundness across various brand touchpoints.