TDC Awards

The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.

2023 TDC Awards - Type Design

Grounded in Their Roots, Growing Into the Future

Agency Wolff Olins / New York + Jolin Ras + Ryan Bugden + Stephanie Gonot

Client Instacart


Multiple Axis Type Family (ie weight + width)

Annual ID



Wolff Olins partnered with Instacart to reimagine its brand and cement its position as a beloved, trusted partner. To rally the organization around a powerful North Star, we created the Shop+Savor ethos - marrying a commitment to product innovation with the emotion, satisfaction and value the service adds to people’s lives. Shop+Savor became a transformative tool for leadership to communicate a fresh vision - and guide the branding, marketing, product and overall Instacart experience. This rich duality of Shop+Savor informs every aspect of the brand’s visual system, from the crave-worthy typography to the transformation of its beloved carrot into a dynamic symbol. The streamlined carrot top doubles as an arrow, showing you can add anything to your cart, not just food. The new design system has helped transform the Instacart experience, allowing it to stretch, flex and play a bigger role in the lives of both internal teams and customers.

2023 Awards

Total Points: 20

TDC Winner



Wolff Olins / New York

Related Awards





Follow Us