Picnic
Picnic is an online supermarket redefining grocery shopping in the Netherlands with outstanding service and free delivery at the lowest prices.
I led the design and development of Picnic’s brand identity and style guide, creating a visual language that reflects the company’s innovative spirit and friendly approach.
The result: a strong, recognizable brand that helped Picnic grow and connect with its customers.
A brand isn’t just seen — it’s felt.
For Picnic, we wanted every design choice to tell a bigger story: one of trust, warmth, and energy.
Building a brand identity isn’t just about how it looks today — it’s about creating something that grows with the company, stays true to its roots, and feels real to its customers.
With that vision, I developed a design system that reflects Picnic’s core values:
— Family-friendly & Empathetic
— Young & Energetic
