The Story Behind Picnik

The Inspiration

Born in the mid 70’s, Richard grew up as a pretty normal kid, surrounded by a loving family and friends in the beautiful county of Leicestershire. Always captivated and driven by music, he started listening to The Police when he was 11, changed for New Order and the Smiths at the age of 16, then moved into alternative music when he hit 20, namely Blur and Oasis.

If you are familiar with the Blur music video for Coffee and TV then you’ll guess where the inspiration for Picnik came from! Small, cute, funny, blue and white little milk pack who is gonna take a chaotic but unforgettable journey to find missing Blur leading singer. Instantly attached to this sooo adorable character, Rich wanted to re-create the same feeling that he had when he first saw this video. Curious, excited, amused and fascinated, he was looking for the perfect character that would make people keen of discovering the mysterious world of translation…

The Idea

Traveller at heart, I have always been in love with New York, its atmosphere, its spirit, the people, the blocks, the cabs and even the dried bretzels that have been staying forever on street stands. One day, I had the opportunity to go to the Marketing Week Conference in London where all the best in the Marketing industry meet and talk at seminars, around a coffee or about the next brilliant idea. The magic happened when I listened to these 2 guys working for Fiat talking about their genius concept and how they created their cartoonish website where different characters interact. Eureka! Why not telling a story about how to translate a book? As predicted, I chose to start the story in beautiful Manhattan where all dreams come true. Immediately, I pictured a chubby red book stuck on a shelf in a library: Picnic was born. Read more