PICNIC is a new brand conceived by Taxi branding agency that offers busy people fresh eats on-the-go. The company is now based in Toronto where professionals don't always have time to pack a lunch in the morning, so having somewhere to stop and eat healthy is extremely valuable.
The entire brand is based off the idea of going for a picnic and packing some healthy food for the day. To get this message across, Taxi used a watermelon as the main source of illustration for the packaging, which exudes that sense of freshness as well as summertime. It also makes people feel like they are having a break from the work day, which is exactly what many people are looking for.