Picklehead is a fried chicken shop that focuses on the punch that fermentation can bring to a meal. From pickles to housebrewed beer, they specialize in a wide range of fermented foods that everyone is sure to love. My goal was to create a brand that is approachable, bright, and matched the funky concept of the restaurant.

One of my personal goals/challenges in this project was to take Hobo Std — a typeface that is notoriously unserious and unrefined — and elevate it. To do this, I paired Hobo with a clean, geometric sans serif and a friendly slab serif.

The bright and fun color palette is inspired by pickles, cooking, and central Ohio nature, which breaks down into 4 main colors: Electric Chartreuse, Russett, Softened Butter, and Evergreen.

Header: Hobo Std | Paragraph: BR Hendrix | Small Text: Equitian Slab

For the primary logomark, I drew inspiration from a pickle chip because one of Picklehead’s specialties is deep fried pickle chips. To further reference pickles, I used the profile of a crinkle cut pickle as a secondary element that can be used for rules, frames, and other decoration. The tertiary illustration infuses a bit of playful personality into the brand while also showing off a full pickle. This is featured most prominently in the pickle jar packaging. The pattern element comes from the natural carbonation that arises from fermentation.

My goal was to make the brand feel energetic and responsive across all use cases. It should feel fresh, friendly, and as funky as a pickle.