Explorers Club Studio partnered with Instacart’s in-house agency to develop the brand identity for Fizz, Instacart’s new standalone app that makes it easy for anyone 21+ to order drinks and snacks for parties, get-togethers, and last-minute gatherings. As Instacart’s most lifestyle-oriented product to date, Fizz introduces a more expressive, design-forward approach to the brand’s expanding portfolio.
Explorers Club was brought on to scale, evolve, and systemise the visual identity. The brand system is full of effervescent energy, building on a vibrant design language of saturated gradients, bubble-like forms, fluid type, and oversized UI elements. From app screens to packaging and social, the identity captures the expressive and inclusive feel of a group chat and the spontaneity of a hang out.
Aaron Skipper, co-founder and creative director, Explorers Club Studio said, “Fizz is a product made for how people hang out, and the design system had to meet the audience in their world – by bringing a ‘fizziness’ to group chat. I’ve always loved the sound of opening a soda can, and we wanted this brand to have that feeling at every touchpoint.”
Fizz was created in response to shifting social habits, where hosting is often collaborative and the cost is commonly shared. The app is designed specifically for social occasions, offering a streamlined, curated experience that goes beyond traditional grocery delivery. The product also directly integrates with Partiful, making it even easier to coordinate and contribute to group plans. Fizz’s tailored approach to shopping for gatherings features themed bundles like ‘Girls’ Night In’ and ‘Match Day Munchies,’ alongside dynamic filters that let users shop by vibe, not just by item.