Picklewood
Founded in 1965 on Bainbridge Island, WA, pickleball has quickly become the fastest-growing sport in the country. 40 years later, pickleball meets campy country club at Picklewood, a first-of-its-kind pickleball club founded in collaboration with renowned restaurateur, Ethan Stowell.
Opening in summer 2025, Picklewood’s flagship location in Seattle’s SODO neighborhood has pickleball for all with high-end hospitality and courtside food and drinks. Turning to creative studio People People to define and create a memorable brand, Picklewood’s tongue-in-cheek visual identity pulls inspiration from nostalgic athletic motifs and classic pop culture references.
People People created a full branding package, serving up retro aesthetics courtside and beyond for the paddle club and eatery. Inspired by 60s and 70s country club branding motifs, the design invokes charm with Caddy Shack-inspired patterns and Wes Anderson cues. The primary logos, paddle designs, and supporting graphics define the brand’s vintage identity with nods to classic court colors and sports references.
People People’s design sets the tone for every space at Picklewood. With eye-catching moments, the courts and restaurant feature bold exterior signage and floods of color. The lobby and pro shop mimic a classy, traditional country club with a wink to the playfulness of an amateur pickleball game. Courtside walls, a beer garden, and a restaurant backed by Ethan Stowell feature People People’s refined color palette with prominent patterns and warm wood finishes.
With the creative expertise of People People, Picklewood transports pickleball enthusiasts and food lovers from downtown Seattle to a vintage country club, where courtside food and drinks are at your beck and call.
Whether you’re a seasoned pickleball player, a casual fan, or simply looking for a great place to enjoy a meal or host a special event, Picklewood is set to become the PNW’s premier pickleball entertainment destination.
Design Director, Brand Designer: Noah Bell
Senior Creative Producer & Strategist: Justin Huguet
Interior Design Direction: Maddy Porter
