Kings and Balducci's both partner with Instacart to provide grocery delivery. When the two brands began using Instacart's iOS app, they needed unique icons and naming solutions that would clearly communicate the function of the app to the user.
I developed a few options for each brand and mocked the icons up on an iPhone home screen to see how they would look alongside other icons. This mockup was also helpful for brainstorming names since I could see if and how each option would truncate.
The client ultimately chose the names Kings Delivers and Balducci'sGO. For the Kings icon, they went with the basket icon because it has a stronger tie to e-commerce and reads quicker than the paper bag. For Balducci's however, they liked the black and white bag for its sophistication and representation of food.

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