Ocado Gets a New Look Courtesy of JKR

by Rudy Sanchez on 03/29/2021 | 3 Minute Read

About 20 years or so ago, the world saw accelerated growth in the use of telecommunications. Consumers had started traversing the information superhighway, and, eventually, the notion of using this new fangled internet thing to order stuff without leaving home started to hold weight. Hordes of businesses, some well-established, and numerous start-ups rose to serve the newly established netizens. Many failed, some rather spectacularly, but one grocery delivery service managed to survive the tech bubble burst of the roaring 2000s—Ocado.

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Ocado can now service three-quarters of the UK and boasts a 97% accuracy and on-time rate, offering more than 49,000 different products, far more than what a traditional brick-and-mortar supermarket. As the online ordering and delivery service experiences a new growth spurt, Ocado enlisted the services of JKR to refresh the brand and give it a new visual language that represented the “superior range, surprising value, and personalized service” the brand’s customers have come to expect.

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Gone is the green that has come to dominate the marketplace and in its place is a luscious grape color. The familiar swirl logo also got retooled, making it more legible in static and animated forms. The deep purple can serve as the primary or a complementary color in use. The violet color also stands out when applied to Ocado’s fleet of delivery vehicles. While the Prince palette dominates the identity, other vibrant colors and geometric patterns representing food round out the packaging.

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"A challenge for the packaging design was to create a cohesive, joyful look and feel which was flexible enough to spotlight the various different ranges across the broad Ocado portfolio. It had to transition seamlessly from online to offline too, ensuring it looked as distinctive in the kitchen cupboard as it did on screen," said Martin Francis, creative director at JKR.

A new typeface designed with foundry F37 was also introduced, called Ocado Full Fig. Inspired by the brand’s iconic swirl, the new typeface is soft, round, and as ripe as fresh fruit.

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Editorial photograph
Editorial photograph

While a website or app’s search bar is usually considered a part of the functional user interface, for Ocado customers, the search bar went from tool to visual asset. JKR and Ocado’s refresh makes use of this beloved bit of the web app’s kit, playing its role in the start of a shopping journey. The search box’s frame is expanded and used on packaging and other cases, tying the element throughout the shopping experience. Plus, bright and cheery illustrations come designed for each of Ocado’s own products. 

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Editorial photograph

“In-house teams are close to their brand. But fresh eyes bring new perspectives, and we needed a trusted agency partner to help us build on our most recognizable brand assets. JKR performed that role to a tee: challenging boldly but respectfully and helping us to refine, evolve and expand our brand toolkit. We’re thrilled to bits with the result,” said Michael Storey, head of creative & branding at Ocado Retail, via a press release.

Ocado is rolling out the new refresh throughout 2021.

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