Brand Identity & Visual System

The Pickle & Earl began with a simple idea: easy and honest food, done properly. Led by Chef Paul Rowan, the concept pairs culinary expertise with food that feels familiar, welcoming and unfussy.



bellette partnered with The Pickle & Earl to develop a complete brand identity that could reflect this balance—sophisticated but approachable, refined yet grounded.

Working closely with the client, we created a logo and comprehensive brand style guide that draws on a coastal, rustic aesthetic with subtle nods to English gastropub tradition. The identity blends deep marine blues with warm timber tones, combining trust and dependability with texture, warmth and character. Decorative illustrations and secondary marks add flexibility, allowing the brand to feel rich and layered without becoming precious.

The visual system was designed to work hard across real-world applications. From menus and signage to uniforms and digital templates, every element was created with consistency, legibility and practicality in mind. The logo suite was developed to perform confidently in full colour or mono, ensuring it could be applied seamlessly across everything from printed menus to gate signage and social media.

Beyond the core identity, bellette also designed supporting menu layouts, social templates and signage concepts—giving The Pickle & Earl a cohesive, ready-to-use toolkit from day one. The result is a brand that feels established, confident and distinctive, setting the foundation for a dining experience that people don’t just visit, but remember.