Power to the pickle: Study Hall celebrate the sour snack with their conceptual brand, Thick Pickle

“Our studio’s favourite snack needed a facelift, so we built something provocative. Something youthful and useful,” explains Study Hall Founder & Creative Director Matt Yerman. The creative collective, unified by their shared love of pickles, embarked on a project to create a fictional identity and website for their studio-devised brand – Thick Pickle. “Since this was a fictitious project, we let ourselves run wild,” Yerman adds. The packaging design – featuring neon green and chrome details – was the initial focus of the project, aiming to establish a brand that would break up the monotony of the current pickle offerings in the market. “We thought label-first and imagined the whole project through the lens of a consumer walking through the grocery aisle,” Yerman tells us. “Big, bold, highly legible typography that jumped off the packaging was a must – the whole brand is essentially screaming, ‘grab me off the shelf!’” Because of this, bold and expressive typography became a leading player in the wider identity system beyond the packaging too. “This all translated smoothly into our website, where we really let all the copy sing in large-format moments, commanding entire stretches of the screen.”