49 Old Compton St, Soho, London W1D 6HL, UK
One for the crisp lovers, London’s HipChips takes chips and dips to a whole new level: a storefront one with millennials in mind.
Serving up freshly baked crisps from a variety of locally grown heritage potatoes and then pairing them with home-made dips, the store aims to transform the humble but long-beloved spud into a gourmet food for sharing.
Crisps rose to popularity back in the 1800s, and the store references this heritage with branding that combines old-timey and modern-day cues across the entire experience both in-store and online.
Ragged Edge has crafted a crisp lover’s haven with quintessentially British notes.
Traditional typefaces like Thorowgood Sans and Kings Caslon come together with a classic red pinstripe pattern to meld a fast food aesthetic with the quintessentially British. Gleaming white tiling, globe lighting and timber flooring lend a pub-like feeling, while the hanging heat lamps, crisp-smothered conveyor belts and backlit menu boards bring to mind a fish ‘n’ chippery.
The packaging mixes upmarket with tongue in cheek. Striped sharing boxes are accompanied by wooden cutlery stamped with ‘silver spoon’, while the menu resembles an old-fashioned newspaper, a design that stretches seamlessly across the store’s website.
Visitors can select from a mix of sweet or savory crisp varieties and accompanying dips inspired by local and traditional tastes that rotate on a weekly and seasonal basis. The crisps can be paired with beer, wine and soft drink or they can be taken away for later consumption.
It’s a gourmet reinvention of a traditional fast food that will have potato lovers feeling pretty chipper.