Communication

PICL Brand Identity Design

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	NomoreLeft
Affiliation	ist Studio
Designer	Woo Haneul, Lee Sihyun, Kim Yewon
English	NomoreLeft, aiming to establish an inclusive food culture, focused on selling "imperfect" produce but sought change as its image leaned toward vegetarianism. To reposition itself, the brand launched "PICL" (People’s Club), inspired by pickles that unite diverse ingredients. The platform promotes broader food culture through recipes, dining tips, and sharing experiences. Pickles symbolize joy and growth, reflecting the brand’s vision. Avoiding typical cucumber graphics, the design uses pickle jars and tableware as motifs, highlighting the acts of sharing and enjoying food, reinforcing its identity as a cultural platform.
Native	치우침 없는 즐거운 식문화 정착을 표방하며 출발한 노모어레프트는 못난이식재료를 판매하는 커머스 분야 위주의 성장에 따라, 브랜드 이미지가 초기 목적과는 달리 채식주의 이미지로 굳어지기 전에 변화가 필요한 시점이었습니다. 이에 식재료 커머스를 넘어 다양한 식생활을 장려하고 레시피 정보, 맛집 공유 등 식문화 전반을 다루는 플랫폼으로써 다시 포지셔닝하기 위해 다양한 재료가 한 데 모여 맛을 이루는 ‘피클(Pickle)’을 차용한 People’s Club 브랜드를 론칭했습니다. 피클은 다양한 식재료가 어우러져 입맛을 돋우는 요리로 식사에 즐거움과 새로움을 더하고, 시간이 지나 발효되며 완성되는 음식이라는 점에서 브랜드의 성장을 연상케도 합니다. 우리는 이런 피클의 이미지를 디자인에 차용하되, 흔히 오이로 표현되는 일반적인 그래픽을 벗어나 식재료만을 다루는 브랜드로써 인지될 여지를 피하면서도 피클이 곧바로 연상될 수 있는 피클병(Jar)을 메인 모티프로, 병 외에도 컵, 접시, 그릇 등 다양한 식기류를 그래픽에 적용해 식문화를 담고, 즐기고, 나누는 행위에 초점을 두었습니다.
Positive Comments
Judging Comments	NomoreLeft’s rebranding to PICL marks a successful shift towards a broader, inclusive food culture. The use of pickle jars and tableware as design motifs creatively symbolizes the brand’s focus on sharing and enjoying diverse food experiences. The platform’s emphasis on recipes, dining tips, and community engagement fosters a sense of joy and growth, effectively positioning the brand as a cultural hub rather than just a food provider.

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