The business target

With around 40 locations across Finland, Picnic is the go-to restaurant chain for quick meals and favourite cafeteria products. They were embarking on a fundamental strategic repositioning with the focus on good-conscience fast food. However, Picnic’s old brand identity and interior concept told a different story. They invited Kuudes to perform a major overhaul of the Picnic look in order to freshen the image customers have about the brand.

Our solution

Fresh ingredients first 

To communicate the freshness of Picnic products, we let their ingredients take center stage. Boxes of potatoes and bowls of lettuce are not hidden behind the counter – instead, they are proudly presented, visible to the customer. We also created a pattern with organic shapes, inspired by Picnic products and ingredients like baguettes, apples and tomatoes. The illustrations are used everywhere from restaurant walls to take away packaging to create a consistent look.

Results

“Working with Kuudes is always a pleasure. Their approach is systemic and pragmatic, always keeping both consumer insight and business objectives in mind. As the scope of transformation is so wide in this case, Kuudes was able to utilize their capabilities to the fullest. This gave a special flavor to the collaboration as we had the opportunity to cover all consumer touchpoints. The end result is on strategy, distinctive and interesting. We continue being very satisfied with collaborating with Kuudes and the talents working there.”

– Petteri Laurikainen, Picnic CEO