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Elliott Moody
0 min read

Hipchips by Ragged Edge


Hipchips by Ragged Edge
Hipchips by Ragged Edge
Hipchips by Ragged Edge
Hipchips by Ragged Edge
Hipchips by Ragged Edge
Hipchips by Ragged Edge

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.

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.

Graphic Design

Ragged Edge

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