Inside The Rebranding Of A Los Angeles Delivery Pioneer
LA's Pink Dot, which has delivered groceries and liquor since the '80s, is trying to revive itself with a complete makeover
Los Angeles residents who were around in the '80s will easily remember Pink Dot, the grocery chain that was once the pioneer of deliveries. Their delivery “trucks” were actually Volkswagen Beetles decorated with tons of polka dots that brought people booze, food and cigarettes—a service relatively unheard of back then. Fast forward to today, when streets are littered with delivery service trucks from what seems like hundreds of companies. With competition on the rise, Pink Dot has made a bold move to rebrand itself and keep up with competitors like UberEats and Seamless.
Pink Dot was assisted by creative agency Truffl (also an equity partner) in the redesign process, which saw Pink Dot move away from bold colors to a more rosey look that really plays up the retro element from its 1980s history. The colors are a nod to the company's beginnings and also in keeping with Instagram aesthetics. Additionally, the brand is emphasizing its Sunset Strip roots. The new look and feel has been applied to Pink Dot's website, packaging, physical stores and social media accounts. Marketing efforts also are being redirected to Instagram, where market research has indicated most of the target audience is present.
With a new partnership with Postmates and updated products (goodbye Starbucks, hello La Colombe), Pink Dot is ready for its competitors. Instead of trying to compete head on with companies with far-reaching networks, Pink Dot is taking the time to curate every part of the experience for the consumer and emphasizing lifestyle. Along with the visual rebranding efforts, the company hired a mixologist to create unique cocktail kits available for purchase.
Los Angeles residents who were around in the '80s will easily remember Pink Dot, the grocery chain that was once the pioneer of deliveries. Their delivery “trucks” were actually Volkswagen Beetles decorated with tons of polka dots that brought people booze, food and cigarettes—a service relatively unheard of back then. Fast forward to today, when streets are littered with delivery service trucks from what seems like hundreds of companies. With competition on the rise, Pink Dot has made a bold move to rebrand itself and keep up with competitors like UberEats and Seamless.