Picnic is a wine boutique and gourmet market offering thoughtfully curated wines, fine foods, artisanal cheeses, charcuterie, and sustainably sourced provisions. As a new business establishing its presence in the Rogers Park community, Picnic needed a brand identity that felt memorable and inviting — while reflecting its mission to inspire connection, creativity, and discovery through food and wine.

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Working closely with founder Liz, I developed a visual identity that balances elegance with a modern, lived-in sensibility. The logo — wine bottles and forks forming a wine glass in the negative space — became the conceptual anchor of the brand: artistic, intentional, and instantly recognizable.

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Drawing from Liz’s love of cobalt blue, I built a refined color palette grounded in rich blue tones and complemented by a warm, inviting orange. Together, these colors create a distinctive visual presence that carries seamlessly across both physical and digital touchpoints.

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To support the launch, I curated photography direction and designed marketing materials that reflect Picnic’s personality and atmosphere. The result is a cohesive brand system that not only defines the boutique visually, but strengthens its connection to the surrounding community.