APRés pickle

©2025

A BRAND IDENTITY BUILT AROUND THE MOMENTS AFTER THE MATCH, WHERE PICKLEBALL MEETS LIFESTYLE, CULTURE, AND CONNECTION.

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PROJECT OVERVIEW

Après Pickle is a pickleball apparel brand built around the culture and social energy surrounding the game, not just competition. Originally launched as Dilly Life with limited visual direction, the brand struggled to stand out in a rapidly growing pickleball market. The goal of the rebrand was to translate the idea of après from ski culture into pickleball, shifting the focus from performance to lifestyle. The resulting identity needed to feel fun, confident, and immediately recognizable across apparel and social media.

PROVIDED SERVICES

YEAR

Creative Direction

logo & Logo SYSTem development

Pattern design

Apparel Graphics

social media Templates

2025

Green background with abstract cocktail and pickle illustrations, white bold text 'aprés pickle', and smaller text 'LOGO PRESENTATION' at the top.
An infographic titled 'Design Reasoning' with text blocks, icons including a paintbrush and a ball, and design explanations on a blue background.
A brand statement page for après pickle, a lifestyle brand inspired by pickleball, with green stripes at the top and bottom.
A presentation slide about typography with information on primary and secondary fonts, including font names Reckless Condensed and PP Neue Montreal, and example text.
A color palette titled 'Brand Colors - Shades' displaying a row of red, blue, green, navy, and beige color swatches.
Table of contents with sections: 03 Scope, 04 Brand Overview, 08 Option 1, 14 Option 2, and footer text about logo presentation and branding services.
A graphic design layout showcasing a play on words with 'après pickle'. It features logo ideas, patterns, icons of a pickle, a tennis ball, and cocktail glasses, and various graphic elements related to pickleball and cocktails.
A business presentation slide titled 'Brand Overview' featuring a Venn diagram with three circles labeled 'PLAY,' 'SIMPlicity,' and 'LEISURE & FORM,' centered around 'YOUR BRAND.' The slide has a brief description of the brand philosophy on the left and labels 'LOGO PRESENTATION' and 'APRÉ'S PICKLE' at the bottom.

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BRANDING APPROACH

LETTERMARK CONSTRUCTION

The identity was built around the social side of pickleball, focusing on players who value the experience as much as the game itself. Visual inspiration drew from tennis culture, country clubs, and Los Angeles beach aesthetics, blending casual luxury with playful energy. The logo system emphasizes motion, texture, and contrast, using tactile references and court-inspired details to reflect the physicality of the sport. Serif and sans-serif pairings balance classic leisure cues with contemporary graphic expression, while stickers and supporting elements add personality without feeling forced.

A screenshot of a social media profile page for 'après pickle' featuring six images; one of a woman at a tennis court, others promoting pickleball, including text about discounts and style inspirations, and a shot of two people playing pickleball.
Fabric with tequila drink glasses, olives, and paper umbrellas pattern, with ribbon tags that read 'Made for the Hang. not the highlight reel.'
A white box with the words 'après-pickle' written in green cursive in the center, placed on a tennis court with a tennis net and green and blue court surface visible in the background.
Text that reads 'Somewhere between the last serve and the first cocktail'. There are illustrations of a pink meat, green olives on a toothpick, and a yellow ball with white dots, with the words 'après pickle' beneath.
Four T-shirts, two white and two black, with pickle-themed graphics and text, featuring the phrase 'après-pickle' and slogans about responsible pickle eating.
Business card with a logo and contact details for Apres Pickle, owned by Ashley Pickleball, including phone number and email.

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OUTCOME

The rebrand established a clear, cohesive identity capable of carrying the concept of après across apparel, social, and physical touchpoints. Rather than relying on a single logo moment, the brand now functions as a flexible system that communicates mood, lifestyle, and personality alongside name recognition.

This clarity makes it easier to speak directly to an audience driven by culture and vibe rather than performance claims, while also providing internal teams with a reliable framework for decision-making. The result is a brand that feels intentional, repeatable, and aligned both on and off the court.

GRAPHIC DESIGN

SELECTED WORK