TRUFFL Creative directed the rebrand of Pink Dot, an iconic Los Angeles institution celebrating its 30-year anniversary. The new identity sought to make the brand feel more modern and appealing to millennials while telling the/u00a0story of the brand's iconic past./u00a0TRUFFL also aimed to create a brand that establishes a connection to the Hollywood Hills and/u00a0celebrity lifestyle.

The result is a bright, retro identity with illustrations depicting typical scenes of LA along with a custom handwritten blue logo followed by its distinctive 'pink dot'.

'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/u2019s history as LA/u2019s 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.'