Visual identity for Picnic

So we ‘did’ the logo and visual identity of Picnic. A new Dutch online supermarket with private label packaging. Strategically involved from the start. Created from scratch. Our inspiration? Why not: the red-and-white picnic rug.

That laid-back feeling

Online and family focused. Challenger Picnic delivers your daily groceries to your doorstep. Free of charge and at the best price. Just order with an app. This laid-back-easy-to-use feeling echoes through the whole identity with a wide packaging range. Of course, the picnic rug tells a story of its own. Simple intuitive icons make choosing even more relaxed.


Picnic is an initiative of Bas Verheijen (former marketing director of Albert Heijn and C1000), Michiel Muller (Route Mobiel and Tango), Joris Beckers and Frederik Nieuwenhuys (Fred Hopper, developer of personalization software for web shops).

Picnic 02 parallax
Picnic 03