the concept: just a bunch of pickles being themselves. the aim is is to take an ordinary pantry staple and make it feel like a personality brand. pickles are inherently a little weird: sour, lumpy, crunchy, briny, intensely flavoured. instead of trying to elevate them into something artisanal, premium or sophisticated, i wanted to lean all the way into their weirdness.

the execution: “very pickly pickles” - let pickles be pickles. i lean into the weirdness of pickles through the wobbly pickle-shaped logo, imperfect typography, cartoon pickle characters, almost aggressively green-and-pink palette and silly merch.