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New Logo and Identity for Hipchips by Ragged Edge

New

Noted Dec. 9, 2016 by Armin

Industry / Restaurant Tags /

About

(Est. 2016) “Hipchips, London’s first gourmet crisps [potato chip] restaurant, cooks crisps on site using unusual heritage potato varieties and pairs them with an innovative range of fresh dips, from Peruvian Ceviche right through to Salted Caramel. Customers can dine in with a beer, or take them away in sharing boxes.” (From design firm’s description)

Design by

Ragged Edge (London)

Related links

Ragged Edge project page

Relevant quote
The visual identity references the origins of crisps - which first rose to popularity in the 1830s - by using two traditional British typefaces: Thorowgood Sans and Kings Caslon. But while the choice of typefaces references tradition, their treatment is unmistakably contemporary.

The colour palette features a classic red, combined with a very modern set of supporting colours. Iconography includes a traditional British pinstripe given a 45-degree twist. And instead of packets, the crisps are served up in a variety of eye-catching sharing boxes.

Ragged Edge provided text

Images (opinion after)
New Logo and Identity for Hipchips by Ragged Edge
Logo.
New Logo and Identity for Hipchips by Ragged Edge
“H” with patterns.
New Logo and Identity for Hipchips by Ragged Edge
Posters.
New Logo and Identity for Hipchips by Ragged Edge
New Logo and Identity for Hipchips by Ragged Edge
New Logo and Identity for Hipchips by Ragged Edge
New Logo and Identity for Hipchips by Ragged Edge
Guidelines.
New Logo and Identity for Hipchips by Ragged Edge
New Logo and Identity for Hipchips by Ragged Edge
Served!
New Logo and Identity for Hipchips by Ragged Edge
Menu.
New Logo and Identity for Hipchips by Ragged Edge
Boxes.
New Logo and Identity for Hipchips by Ragged Edge
Postcards.
New Logo and Identity for Hipchips by Ragged Edge
Uniforms.
New Logo and Identity for Hipchips by Ragged Edge
Interior.
New Logo and Identity for Hipchips by Ragged Edge
Exterior.
Opinion

Sticking with the Friday Likes kind of mood, here is a single-location restaurant identity included because, OMG, it's a restaurant devoted to potato chips! The wordmark, typeset in Thorowgood Sans (with slab serifs added to the "I"s) gives the restaurant an industrial feel that helps mitigate the silliness of "gourmet crisps" and maybe gives it more of a working man/woman vibe. The patterns are somewhat aleatory… a nice visual addition but ultimately just decoration. The angled red and white stripe pattern is indeed the best (and most used) as it has a plastic-tablecloth aesthetic that works well with the industrial type. The identity is at its best when it's just the Thorowgood font against white backgrounds (as in the "served" images). Overall, this is exactly what I always and never imagined a potato chip restaurant would look like.

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