„Pickleball, a popular paddle sport enjoyed by millions worldwide, is a unique combination of tennis, badminton, and table tennis played on a badminton doubles-sized court using paddles and a hollow plastic ball with holes. Founded in 1965 on Bainbridge Island, WA, pickleball has quickly become the fastest-growing sport in the USA. Seattle is now welcoming Picklewood, a first-of-its-kind pickleball club and restaurant founded in collaboration with renowned restaurateur Ethan Stowell, opening in the summer of 2025 in Seattle’s SODO neighborhood. Picklewood offers high-end hospitality, courtside food and drinks, and turned to local creative website agency People People to create a memorable brand and visual identity.
People People’s founder Sara Green explains that Picklewood aims to be inclusive and fun while incorporating classic athletic club tropes with a tongue-in-cheek approach. The brand draws inspiration from retro athletic club branding, preppy country club aesthetics, and influences from the 1980 American sports comedy Caddyshack and Wes Anderson’s films. By blending old and new elements, Picklewood’s brand stands out in the competitive pickleball landscape, ensuring a fresh and creative feel.” “Picklewood strives to be the premier pickleball/dining destination in the Seattle market, so it was a natural fit to reference to the northwest into the concept,” says Sara. “The name Picklewood was chosen for its country club stereotypes, while ‘Pickle’ doesn’t take itself too seriously and the suffix ‘wood’ anchors it in the PNW landscape.”
“People People presented visual identity concepts that played on the ‘anti-country club’ vibe, and Nathan and Ethan were fully supportive as we balanced between classic, edgy and playful. Whether it’s an illustration of a fork stuck into a pickleball or a photo of a pickleball plopped into a pint of beer, we looked for ways to communicate the intersection of sports and hospitality.”
“From the beginning, Picklewood’s founders were committed to establishing strong brand guidelines with People People to support decision-making at all stages of concept development. “So the visual identity is also reflected in the physical spaces and interior design choices, such as custom ‘Picklewood Plaid’ wallpaper, green and Pantone tone-coordinated courts, and green and white patio umbrellas in the beer garden.”
“We hope people will see Picklewood as a welcoming place to have fun and bond with friends over pickleball, a pint and some shared dishes,” says Sara. “The brand is designed to break down barriers often experienced at traditional country clubs where membership is required.”
