A brand for London’s first crisp restaurant.
Brand positioning & strategy, visual & verbal identity, interiors consultation.
We reimagined crisps as a gourmet sharing experience.
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.
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.
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.
We threw out the crisp packet, creating a set of attention-grabbing boxes designed for sharing.
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.
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.