Creative Direction and Branding
TRUFFL Creative directed the rebrand of Pink Dot, a Los Angeles institution celebrating its 30-year anniversary. As the original delivery service for alcohol, grocery items, and essentials, it holds a cherished place in the memories of countless Angelenos.
However, the brand had failed to capitalize on the recent emergence of delivery apps, and their brand story felt dated. More importantly, a new generation of consumers did not have the same perception of Pink Dot, so the company sought a rebrand that would activate and engage this audience like it had done with their parents.
Our rebrand sought to make the brand feel modern and appealing to millennials with a bright, pastel-focused color palette. We simultaneously sought to tell the story of the brand's iconic past. Finally, we aimed to imbue the brand with a connection to the Hollywood Hills, celebrity style, and chic house parties and hotels that dot the neighborhood.
The result is a retro, cursive custom logo font in blue with a pink dot following the logotype.
In line with this brand story, we developed the tagline "Legendary Delivery,” which contains both a promise that the delivery will be legendary and a reminder of the brand’s history as LA’s first delivery grocery store.
We engaged an artist, Grant Young, to develop a custom cartoon backdrop of the Hollywood Hills with Pink Dot as the focal point. We used this imagery across bags, a mural on the brand's storefront, and other collateral.
We created additional collateral using the brand's colors and imagery to create the most visually-stunning, Instagrammable Pink Dot experience possible.