Zitong Zhao’s fermentation-inspired fashion brand identity came to her when she was making pickles

Challenging the world’s fast-fashion approach to clothing and commerce, clothing brand pioklepiokle opts for an altogether slower ethos, promoting a philosophy of deliberation and patience – albeit with a sense of humour. Recently, they turned to the Beijing-born, Brooklyn-based graphic designer and art director Zitong ‘Tong’ Zhao, for a brand identity that mirrors its considered, crafted, and curious attitude. The result is an identity that is, unusually, chemically inspired. Pioklepiokle’s considered item releases, and diverse use of materials and process “emphasises the value of slowing down, embracing the creative process, and allowing ideas to naturally develop and mature,” says Tong, “similar to the fermentation process in pickling.”

“While some may see patience and deliberation as contrary to spontaneity, we view it differently – in our creative process, spontaneous moments spark ideas,” Tong continues. Tong therefore uses fermentation as a metaphor for creativity and growth, where time transforms ingredients into something more flavourful than the sum of its parts. “Even the brand name itself – a playful twist on the word pickle – reflects this ethos, with the substitution of ‘c’ with ‘o’ to promote a relaxed, ‘ok’ attitude,” she adds.

As a result, the brand is sparkling and energetic whilst maintaining a crafted and confident sincerity that underpins the visual language, regardless of how flamboyant specific applications are, all culminating in a distinctively pioklepiokle tone of voice. “The whole idea started with pickling,” Tong says. “There I was, making pickles, really looking forward to tasting them, but knowing they’d only get tastier the longer they sat.” This sense of anticipation and reward is embedded into the brand, aesthetically embodying the notion of mixed ingredients, alchemy and acidic zing. This was, in part, due to the use of Scott Vander Zee’s Scotch Genovese – the primary typeface of the brand – the classic-meets-contemporary design of which neatly mirrors pioklepiokle’s approach of blending traditions with modern sensibilities. 

“Its versatility makes it ideal for both body text and headings,” Tong says, “and I love the large ball terminals and the high stroke contrast,” which provides a great balance of both flair and functionality. Scotch Genovese’s panache also paired well with the brand’s hero hue, red, a colour that captures pioklepiokle’s passion. “It symbolises the lively spirit of life itself, the warmth of human connections, and reflects the transformative magic of fermentation and craftsmanship,” ends Tong. “For us, red is not just a colour, but also a bold statement about our commitment to slowing down and rethinking the rush of everyday life.”