We were briefed to design a brand for chip shops that could grow into a UK and Ireland wide chain. Chippers were struggling against both their traditional competitors in the fast food chains and also smart new fast-casual offerings on the high street. It was a daunting task, the local chipper has a charm and they’re much loved in their local communities. In creating a new brand we didn’t want to lose this appeal and paper over the past, there needed to be a way to retain the rich history and tradition while still creating a brand to appeal to a new generation.
We began with a name and visual identity style and established an engaging tone of voice. In order to retain a sense of the history of each store and the families that own them, we put in place a number of pieces where the family name and story could have a presence. From a designated a space on the fascia where the name of the proprietor would always sit to frames for old photos and community news boards each store has a sense of place. The tone of voice we had developed as part of the brand project was rolled out in the store through external signage, window and mirror vinyls and wall graphics. We also designed menus, screens and printed materials which can be easily updated to keep messaging fresh.
We also designed a website for Chipmongers which tells the brand story and to allows the user to easily access online ordering or store details. We were able to use the functionality of the web to bring aspects of the brand to life, this included an animated version of the logo with the hand taking a chip, and a gallery of imagery communicating the rich history of the chipper.
Three stores were quickly rolled out in 2016 with very positive early sales figures. There are plans to roll the brand out to many more locations across the UK and Ireland in 2017. In order to recognise the British tradition of fish & chip shops we plan to craft the language and communications slightly differently for another territory with their own rich traditions.