Ragged Edge has designed the brand identity for Hipchips, London’s first restaurant dedicated entirely to crisps. From the brand mark, signage and tone of voice to the menus, packaging and uniforms, the studio created the restaurant’s entire visual output including guidelines for its roll out in print, digital and interiors.
The 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, studio co-founder Max Ottignon explains. It aims to combine this tradition with a fresh, contemporary feel.
“The colour palette features a classic red combined with a modern set of supporting colours,” Max says, “and a very British pinstripe given a 45-degree twist."
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