Pikkle
Pikkle are an events catering business with an unconventional twist, promoting and serving local, community street food at events they host.
The challenge with Pikkle was to deliver a refreshed brand and website that still felt unmistakably like “Pikkle.”
Refreshing a brand often hinges on knowing what to preserve. The core elements—what customers recognize and love—remain essential. In Pikkle’s case, that included the quirky pickle character, the iconic jar, and the signature pink and green color palette.
A brand refresh doesn’t need to be a total reinvention. By retaining familiar elements such as key colors and recognizable shapes (with a gentle update), and pairing them with modernized fonts and a simplified design, the result was a revitalized look that remained true to the original spirit customers already connected with.
Completion Date
2024
Category
Brand, Motion, Website
Sector
Catering & Events
The visual identity
A strong, uppercase logo type lends the brand a sense of authority, while subtle quirks like the lowercase 'i' and curved letterforms reflect its unconventional business model, adding a touch of creativity and uniqueness.
The brand centers on a strong and confident identity that sets it apart from the rest of the sector. Through the use of a bold logo and striking colors, it establishes itself as a distinctive outlier, commanding attention and redefining the industry standard.
Striking colors and bold typography make the brand stand out, while dynamic shapes and graphics infuse it with a fresh, contemporary edge.
The jars
The pickle jars had become a beloved element of the brand’s original identity, personal to founders Hamish and Louis, so it was essential to preserve their presence in the final design. Rather than treating them as purely decorative, we reimagined them as functional components within the visual system.
Whether used to convey key information, frame imagery, or highlight standout food vendors, the jars evolved into versatile design devices. Enhanced by subtle animations, adding a sense of motion and playfulness that brought the overall identity to life.
The brand system
Championing the local street food vendors partnered with Pikkle is a key aspect of the brand identity, highlighting the importance of these collaborations and showcasing the value of their partnerships through the brand system.
The website
The design process was driven by function over aesthetics, we knew the outcome had to actively support the business and its operations, not just look good. We took a strategic approach, beginning with site mapping and wireframing to prioritise intuitive, user-friendly navigation. Key functionalities, such as booking and pricing tools, were integrated directly into their workflow by linking with Asana, streamlining process and making day-to-day management significantly more efficient.
The website needed to feel clean and intuitive, which called for a refined, more minimal aesthetic that didn’t overwhelm the user. To balance this simplicity, we introduced subtle on-screen motion, scroll-triggered animations, and playful hover states, bringing the interface to life.
Testimonial
"To a startup, your brand is your identity. It emobides who you are, what you do and why you do it. A professional brand gives you the foundation to grow, however for most in the early stages, this is unachievable. This is a catch 22 for most budding entropeneurs. Winning Designdough's Brand Labs gave us that opportunity and it has quite frankly transformed our entire business. The team refined our why through the brand strategy, have given us an outstanding brand that sets us apart from our competition and provided us a world class website that is dyamic, informative and improved our management systems. I cannot overstate how thankful we are to the whole team - Ben, Joe, Jade, Millie and Gabe. You are amazing! And should be so proud of thecopetition and the service you provide."
Hamish Watkins
Co-Founder, Pikkle