pickleman's gourmet cafe
A warm, scalable rebrand that turned “Whole Lotta Love” into a full visual system — and helped drive measurable growth.
Role: Design Lead for this project at Clutch Creative
Role: Design Lead for this project at Clutch Creative
Problem
Problem
Problem
Pickleman’s had strong food and a genuine community ethos, but the existing brand felt outdated and inconsistent. It wasn’t supporting franchise growth or creating a cohesive experience across packaging, stores, and digital.
Pickleman’s had strong food and a genuine community ethos, but the existing brand felt outdated and inconsistent. It wasn’t supporting franchise growth or creating a cohesive experience across packaging, stores, and digital.
Approach
Approach
We built a retro-leaning yet modern identity centered on warmth, approachability, and the tagline “Whole Lotta Love.” A limited color palette lets the food stay the hero, while a playful mascot family (the “Big Dill” crew in signature sunglasses) gives the brand a memorable face that works at every scale.
We built a retro-leaning yet modern identity centered on warmth, approachability, and the tagline “Whole Lotta Love.” A limited color palette lets the food stay the hero, while a playful mascot family (the “Big Dill” crew in signature sunglasses) gives the brand a memorable face that works at every scale.
OLD BRANDING
OLD BRANDING
Solution
Solution
Solution
- Complete visual identity system and brand guidelines
- Standardized franchise asset library
- Redesigned packaging and print materials
- Environmental design for 10+ store interiors and openings
- Social and digital templates built for easy franchise use
- Complete visual identity system and brand guidelines
- Standardized franchise asset library
- Redesigned packaging and print materials
- Environmental design for 10+ store interiors and openings
- Social and digital templates built for easy franchise use
Impact
Impact
Won and retained a 3-year+ contract through pitch creative. The new system supported franchise enrollment growth and contributed to a 25.8% lift in overall revenue.
Won and retained a 3-year+ contract through pitch creative. The new system supported franchise enrollment growth and contributed to a 25.8% lift in overall revenue.