Needly
One of the fastest grocery delivery services in Sydney, delivering to more than 60 suburbs and growing.
I did a bunch of character illustrations, and some animation, for the launch of the Needly brand and app. Including a mascot, along with other illustrations of fresh produce and products you can find on the app. Let's dig in.
Mascot
Beep beep
The first illustration acted as a sort of mascot for the brand — a happy scooter, zipping around delivering groceries across Sydney.
I also did a colour variant for when it's on white or a lighter colour, using the primary Needly red.
CHARACTERS
Happy and fresh
In addition to the scooter mascot, I also did some grocery-related character illustrations, to help showcase the sort of fresh produce and products that you can get on the app. These included a lime and some toot roll.
Animation
Mould and poop
Another illustration was of a toaster, which was the only one that ended up being animated in the end. The concept behind it was that the bread is mouldy and so the toaster is spitting it out.
This was primarily used for ads and on social, as an example of when Needly can be... needed. We've all gone to make a piece of toast at some stage, only to realise it's mouldy, but can't be bothered going to the shops.
The final illustration I did was for dirty nappies, which followed a similar concept to the above mouldy bread. It was also going to be animated, but it didn't end up going ahead.
Originally, I had the nappies sagging a lot more to show that they're absolutely stuffed with poop. But the client thought it was a bit much, which in hindsight it probably was, so they were streamlined a touch.
Even though the nappies didn't get animated, I did do a quick animatic of it, along with one for the toaster as well.
Bags
Bag it and send it
The last piece I worked on were some design concepts for the paper bags that the groceries get delivered in. I tried a couple of options, one with the scooter and some characters, and another using a pattern made up of characters and symbols, which was a lot of fun. But they both have a space where a Needly packer could write a nice little message.
Below are some mocks of what they would look like.
That's it. Time to order some groceries.