ABOUT

‘The Supermarket on Wheels’ is one of the Netherlands leading online supermarkets, with branches in Germany and France. Challenging the big supermarkets, Picnic delivers fresh food and non-food products to your doorstep. They don’t have shops and stores: instead, their cute electric EPV’s zigzags through the country. The brand (and their identity) needed a bit of personality and character.

A scalable and flexible illustration style and system that could flex across different media and remain ownable for the brand and express its values.

A modern reimagining of the old school “Milk Man” for the digital age is at the core of the Picnic brand proposition and its mission. We aimed to capture this “retro” aesthetic in a modern way bringing playful and modern elements and characters to this to broaden the appeal and reach.

A wide range and database of different illustration assets, icons, characters, unique spot illustrations, a mural, a magazine cover, their EPVs and more were created using digital and traditional illustration techniques.

The system is actively and successfully in use by Picnic across many of the different touch points (print, social media, in app, digital, OOH) and built on by the internal Picnic team.