Pickett began life in 2020 as a simple home-based food delivery and collection service specialising in everyday “luxuries” such as focaccia, sourdough, granola, and fresh egg pasta. The core business has stuck to its roots but has expanded the product catalogue to include pasta sauces, chutneys, and jams as well as a weekly changing menu of cakes and sweet bakes. Pickett caters to breakfast meetings, team-building lunches, yoga brunches, private events, celebrations, and more.

‘Pickett’ is most commonly used as a surname. The first design route was based on portraying Pickett as a family name, suggesting the warmth and comfort of ‘home’, something which a lot of people experience through good food and atmosphere. To get there, I aligned this logo route for Pickett with member houses; Soho House, Disrepute Soho – giving the idea that Pickett is a destination. For a mobile company, this is wherever the customer breaks bread, elevating their own spaces with Pickett produce.

a case study of 'the ned'

I wanted to explain and understand how membership clubs position themselves within the market, and how this is achieved through brand decisions. Branding for ‘The Ned’ needs to translate the grandeur and impressive nature of the building into a welcome, accessible destination. Impactful online landing pages and flagship experiences are created using large hero images on The Ned’s website, image carousels, and ambient videos. The primary colour palette and typographic style for The Ned was a nod towards the colours and layout of the Financial Times, (in terms of online readership style and aesthetic) bringing light pastel accents to complement a monochromatic secondary palette.

I don’t think it sits well with the Pickett brand to position alongside the FT directly, however, typical magazine layouts work well for communicating that Pickett is something you would read about in a lifestyle magazine. This is because the universal truth of luxury hotel brands and member clubs is that they are looking to sell you a home, somewhere you come back to, just like Pickett products. For Pickett, I intended to keep a strong typographic style, rooted in design principles in order to convey the feel of a lifestyle magazine which you would find in The Ned. Underlines can be brought in from the crosshatch of the logo to create a seamless brand visual experience.

The favoured muted greys work well as a backdrop for copy, with then the touches of colour (bottle green and navy blues) to highlight and emphasise the accents of the brand. Rather than pulling these from the Financial Times, I want to root these colours in the colours of higher-end kitchens, bringing the feeling back to the homemade goods of the brand. The Pickett brand colours are intended to be warm and are based on the colours you would find in a kitchen. This is to invoke a sense of ‘home’, conveying the sense of Pickett as a members club or as a lifestyle brand you would find at home. There are secondary colours available which should only be used when the primary palette has been exhausted within a page or layout.

The logo development includes an optional icon illustration of a pie top, or scored texture, which is something that carries across the bakes from bread, to pasta, to pies – so that the logo doesn’t pigeon hole or limit the company image in the way that a typical rolling pin would. It remains abstract and elegant. The Pickett logo is a clear wordmark, embellished with a crosshatch pattern to reflect the texture of the luxury bakes created by Pickett. The logo has a few variations, each intended for different uses across the Pickett brand.

A custom type and elegant branding will go a long way to create a unique tone for Pickett, as well as work well with the narrative of the brand. I’m wanted to create a very intentional, elevated wordmark that communicates the quality of the bakery.

A part of Pickett’s brand is to appear as a lifestyle magazine and therefore should adhere to proper print and typographic rules where copy is concerned. The fonts used all serif fonts so that they keep the clean lines and modern look of private member houses around London today. Line heights should be appropriate and there should be no hyphenation, widows/orphans (singular words separated from their sentence on any line), or stacked words down the sides of paragraphs. Copy should always be written in sentence case with the correct punctuation and capitalisation.

Imagery plays a huge part in the Pickett brand. It is important to include, and treat, imagery in a way that supports the brand and brand message. In other words, selecting imagery that shows quality bakes, a ‘home-y’ atmosphere, and inviting settings. Flat lays are very effective in communicating this. Images should be considered at the layout stage of design, as you would when laying out a magazine – considering using large hero header images and tones that match the brand palette. Due to the importance of quality and photography, it is important that the most are made of the Pickett packaging. It is important that the branding is visible across touch-points so that it is marketed through user-generated social posts and that elements such as paper, stickers, and paper bags are considered.

As Pickett is a delivery service, it is nice to suggest that Pickett produce come across as though they are gift wrapped and wrapped as luxury items should be. Social media plays an important role in the Pickett brand. Social Media will be a part of the Pickett experience, as users keep up-to-date with weekly specials and menus. Therefore, social media design should be curated as part of the sales process. Social media should always be photography-focused. Online content should be kept simple and concise to share the message easily and elegantly. Important details and information can be limited to the caption so that the feed remains image-based.

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