PICKLEMAMA
PICKLEMAMA
PICKLEMAMA
ROLE/SERVICES
Brand Identity
Logo + Visual Identity
YEAR
2024
Picklemama started with Mariel—a former pro tennis player, single mom, and the type of woman who’ll fix your serve and your self-esteem. She started offering lessons to local women (mostly other moms) and quickly realized this wasn’t just about pickleball and these women didn’t just need a sport.
They needed a space.
To sweat, swear, laugh, yell, run, win—on their own terms.
So she built it. And Picklemama was born. It’s more than coaching. It’s a lifestyle brand for women who want to feel strong, stylish, and like their damn selves again.
Picklemama started with Mariel—a former pro tennis player, single mom, and the type of woman who’ll fix your serve and your self-esteem. She started offering lessons to local women (mostly other moms) and quickly realized this wasn’t just about pickleball and these women didn’t just need a sport.
They needed a space.
To sweat, swear, laugh, yell, run, win—on their own terms.
So she built it. And Picklemama was born. It’s more than coaching. It’s a lifestyle brand for women who want to feel strong, stylish, and like their damn selves again.
The Picklemama identity is warm, stylish, and just a little unruly—like the women it’s built for. The hand-lettered logo moves with personality, while the color palette blends soft peach, terracotta, yellow, and a deep tennis green for that perfect mix of comfort and confidence. Typography is approachable but grounded, and the supporting marks nod to retro sports clubs with a fresh twist. The whole system feels wearable, welcoming, and ready for whatever’s next—on or off the court.
The Picklemama identity is warm, stylish, and just a little unruly—like the women it’s built for. The hand-lettered logo moves with personality, while the color palette blends soft peach, terracotta, yellow, and a deep tennis green for that perfect mix of comfort and confidence. Typography is approachable but grounded, and the supporting marks nod to retro sports clubs with a fresh twist. The whole system feels wearable, welcoming, and ready for whatever’s next—on or off the court.
Picklemama had to feel like something you already loved—even if you’d never seen it before. Familiar, but with more attitude.We weren’t here to do another pastel-washed “girl power” brand or go full-blown fitness bro energy. It had to strike a balance—feminine without being frilly, sporty without trying too hard. Style with substance.
Picklemama had to feel like something you already loved—even if you’d never seen it before. Familiar, but with more attitude.We weren’t here to do another pastel-washed “girl power” brand or go full-blown fitness bro energy. It had to strike a balance—feminine without being frilly, sporty without trying too hard. Style with substance.
Picklemama’s voice is warm, witty, and she knows when to drop a well-timed “hell yeah.” She hypes you up when you're nervous, roasts you (lovingly) when you whiff a serve, and always invites you for a post-match marg. Equal parts coach, hype woman, and hot girl group chat.
To bring that energy into every inch of the brand, we designed a custom typeface that hits the same notes: bold with bounce, friendly with a lil sass. The font plays a starring role across the brand system — it doesn’t just speak for Picklemama, it is her voice, in letterform.
Picklemama’s voice is warm, witty, and she knows when to drop a well-timed “hell yeah.” She hypes you up when you're nervous, roasts you (lovingly) when you whiff a serve, and always invites you for a post-match marg. Equal parts coach, hype woman, and hot girl group chat.
To bring that energy into every inch of the brand, we designed a custom typeface that hits the same notes: bold with bounce, friendly with a lil sass. The font plays a starring role across the brand system — it doesn’t just speak for Picklemama, it is her voice, in letterform.
Picklemama started with a paddle and a purpose—but the vision goes way beyond the court. What began as one-on-one coaching is growing into something much bigger: a full lifestyle brand built for real women who want to move, connect, and show up as themselves. From community tournaments to court-to-streetwear, Skill & Sip clinics to curated playlists, the future of Picklemama is playful, stylish, and deeply rooted in connection. It’s not just about the game—it’s about building a world women want to be part of.
Picklemama started with a paddle and a purpose—but the vision goes way beyond the court. What began as one-on-one coaching is growing into something much bigger: a full lifestyle brand built for real women who want to move, connect, and show up as themselves. From community tournaments to court-to-streetwear, Skill & Sip clinics to curated playlists, the future of Picklemama is playful, stylish, and deeply rooted in connection. It’s not just about the game—it’s about building a world women want to be part of.
