Pickle
Crafting a sumptuous visual identity for macro-balanced, dietitian-crafted meal plans for women
🎨 ART DIRECTION. 👁️ BRAND DEVELOPMENT AND STRATEGY.
🧃PACKAGING DESIGN. ✏️ ILLUSTRATION.
ABOUT THE PROJECT
Pickle delivers delicious gourmet meals tailored to health-conscious middle class women who prioritize nourishment, movement and exercise, and clean living. They approached me to redesign a unified brand identity to tell their story and position them prominently in a saturated market. By crafting a strategic visual narrative that speaks to their target audience, I ensured that Pickle’s values and purpose resonated across all consumer touch points.
THE RESULTS
💓 20.1k followers on social media
🥗 weekly subscribers increased from 50 to 450+
BRAND STRATEGY
I went with a branding approach that embraced a clean and sophisticated aesthetic with a dash of quirkiness. Pickle’s brand feels aspirational but still relatable—particularly to women who value high-quality, nutrient dense meals without subscribing to diet culture or overly intense fitness trends.
LOGO DESIGN
To balance Pickle's offbeat and playful name with a sense of sophistication that resonates with its target audience, I chose the hefty yet elegant typeface Grouch for the logo. I paired it with Sofia Pro, a geometric sans serif celebrated for its warm and bright personality, ensuring the brand feels approachable and relatable.
The client requested for a typography-centered approach and a very simple logo mark. They specifically requested for no pickles in the brand visuals—fair enough! I designed a subtle secondary mark combining a heart with carrot leaves to convey a love for healthy eating, creating a visual that feels both playful and elegant.
I also designed a series of secondary logomarks that could be positioned next to the main logo in a variety of ways, creating a playful, dynamic branding system.
BRAND COLORS
I kept the primary color palette warm and understated to resonate with Pickle’s upper-middle-class target demographic. To add vibrancy and energy, I incorporated bright secondary hues inspired by fruits and vegetables, creating a balance that feels fresh and inviting.
TYPOGRAPHY
Primary typography
For the brand’s secondary typefaces, I selected New Spirit and ITC Clearface. Their chunky, retro-inspired aesthetic adds a touch of personality and charm.
Secondary typography
PACKAGING DESIGN AND PRODUCT PHOTOGRAPHY
Building on the established typography and color foundations, I designed the packaging for Pickle’s signature cold-pressed juices and meal plans and created a fresh, inviting look.
Photography by Gabby Cantero. Pre-production by me and Karen David. Art direction and styling by me.
I also art directed the product photography, ensuring the images captured Pickle’s vibrant, health-focused brand while aligning seamlessly with its overall visual identity.
SOCIAL MEDIA
Finally, for Pickle’s social media presence, I created templates that combined elements of typography and photography to showcase their meal plans and juices in an engaging and dynamic way. This approach elevated their presence on Instagram and but also strengthened Pickle’s brand identity, fostering greater engagement and creating lasting connections with its core audience.
