Hipchips is a brand for London/u2019s first/u00a0crisp restaurant./u00a0Brand positioning & strategy, visual & verbal identity, interiors consultation./u00a0Hipchips is the first of its kind: a crisp restaurant in London/u2019s Soho. It cooks crisps on site using heritage potato varieties and pairs them with experimental/u00a0dips, both savoury and sweet. Ragged Edge/u00a0created a brand to get it noticed as the latest disruptor in the capital/u2019s ultra-competitive food scene./u00a0The studio/u00a0took 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 /u2013 Thorowgood Sans and Kings Caslon /u2013 set in contemporary ways. And a tone of voice that/u2019s unmistakably British, but not afraid to tell it like it is.