DoorDash App Illustration System

2023

As part of a product-wide refresh, DoorDash tapped BUCK to create a new, custom illustration style and guidelines for its app. We developed nearly 200 illustrations — from food to home to retail — to show off all the products you can have dashed to your door. We systematized the new designs into a set of illustration guidelines for DoorDash’s internal team and collaborators (including our friends at Giant Ant!) to reference in future work.

BUCK closely collaborated with DoorDash’s internal team, beginning with an in-person workshop where we explored a range of illustration and visual identity styles.

We quickly established three unique concepts to be reviewed by core stakeholders at DoorDash and, after the workshop’s success, they came back to us to build out their selected illustration language and brand refresh.

Friendly & Iconic

We set out to create an illustration style that is friendly, iconic, and able to be read quickly — since most of these illustrations live on a small screen within the DoorDash app. After creating the guidelines and ensuring that the icons are legible at small scale, we then focused on bringing them to life.