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Hipchips

Hipchips

A brand for London’s first crisp restaurant.

We delivered:

Brand positioning & strategy, visual & verbal identity, interiors consultation.

Hipchips

Our approach

We reimagined crisps as a gourmet sharing experience.

Our brief

Hipchips is the first of its kind: a crisp restaurant in London’s Soho. It cooks crisps on site using heritage potato varieties and pairs them with experimental dips, both savoury and sweet. We created a brand to get it noticed as the latest disruptor in the capital’s ultra-competitive food scene.

Strategy

Crisps don’t get the respect they deserve as Britain’s most popular snack. A predictable staple, they’re never the star of the show. By reinventing them as a shared foodie experience, there was an opportunity to engage a huge audience hungry for Instagram-worthy rituals. Fresh crisps. Fresh dips. Fresh traditions.

Hipchips

Visual & verbal identity

We took a set of British staples and reimagined them for a new audience. A traditional red, combined with a very modern set of supporting colours. A set of pinstripes given a 45 degree twist. Two classic British typefaces – Thorowgood Sans and Kings Caslon – set in contemporary ways. And a tone of voice that’s unmistakably British, but not afraid to tell it like it is.

Hipchips
Hipchips
Hipchips
Hipchips
Hipchips
Hipchips
Hipchips
Hipchips

Packaging

We threw out the crisp packet, creating a set of attention-grabbing boxes designed for sharing. 

Hipchips

Bringing it all to life

This London first has no template. We briefed regular collaborator Applied Studio to create a one-of-a-kind space: a restaurant that’s distinctively British, but defiantly itself. Meanwhile a comprehensive set of guidelines helped the internal Hipchips team apply the brand across a full range of touchpoints.

Hipchips
Hipchips

Ragged Edge’s insight and strategic expertise brought clarity and purpose to our ambitious idea. They helped us define a new category in a crowded marketplace. And they created a rich, powerful brand to bring it all to life.

David Morris, Co-Founder, Hipchips

Work