Distinctively Digital

Ocado is the pioneer of online grocery delivery in the UK. To support the rapid growth of the business, it was time to build the most digital, flexible and accessible version of the Ocado brand yet. We needed to craft an identity that would work across the entire brand ecosystem, capturing Ocado’s superior product range, surprising value and personalised service. 

To achieve this, we formed a truly collaborative partnership with the Creative & Branding team at Ocado, bridging the best of in-house and agency expertise to craft a brand identity that looks as good in the home as it does online



Brand strategy
Brand identity
UI design
Packaging design
Film and motion
Sonic branding


Design Week
The Guardian


Standing out on screen was a top priority. Grape is Ocado’s juicy new brand colour, giving the brand much more visibility in a market crowded with greens. The high level of colour contrast between Grape and white makes the Ocado site and apps more accessible than ever.

Next, we redrew the Ocado swirl and updated the Ocado wordmark with a more distinct double-story ‘a’, making it more legible and recognisable on screens of all sizes. 

Ocado’s renewed focus — on bringing more of what matters to you — has inspired a new distinctive brand asset: the Ocado search bar.

Consumers told us about how the search bar on ocado.com powered their journeys through Ocado’s unparalleled range. Made into a graphic device, the search bar now plays a central role throughout the whole brand experience, standing for discovery, choice and exploration. 

The Ocado frame is born from the search bar, and creates continuity throughout the consumer journey. From search to trolley, working across both digital and physical touchpoints, the assets cue Ocado instantly. 

We focused on how we could evolve the Ocado brand identity to become more accessible and future-proofed so customers have the best experience possible when interacting with the brand.”

Laura Harricks
Customer Director at Ocado Retail

Ocado Full Fig is the new brand typeface, designed in collaboration with F37 Foundry to give continuity to the Ocado brand world. Inspired by the organic personality of the Ocado Swirl, it has been designed to drive recognition and perform well in digital platforms of all sizes. 

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 recognisable brand assets.

Michael Storey
Head of Creative & Branding,
Ocado Retail

A new design system brings unity and consistency to the Ocado Own Range packaging, developed to stand out on the digital shelf and look distinctive on the home shelf. 

The challenge was to create a system that allows flexibility across multiple categories and sub-ranges, whilst bringing out the character and personality of Ocado, showing off the quality of each individual product. 

Inspired by the uniqueness of each product, we developed a fun-loving illustration style that brought to life the individual personality of each pack. We use our brand frame device as a seal of quality that cues craft, whilst housing both functional and emotional product information.

Most importantly, it delivers clear navigation that can flex across the ranges, offering immediate recognition.

The new packaging delivers on our ambition to achieve both online stand-out and shelf-proud distinctiveness, along with a consistent look and feel across the whole portfolio. 

Rachel Cox-Reynolds
Head of Own Brand and Technical Compliance, Ocado Retail