Shanghai
Royal Patat
Brand Creation
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Royal Patat
In Holland, fries are a national treasure, known as “patat”. Royal Patat from Holland wants to bring real Dutch patat (fries) to the Chinese by opening stores in China.
With original Dutch recipe since 1905, the Dutch knows how to cultivate and serve high quality patat. Visible craftsmanship shows how they make the product – unique combination of equipment, stacked fresh potatoes together with good sauces.
Royal Patat has confidence and ambition to enter the China market with its unique recipe and good quality raw ingredients – they need a clear brand concept, a relevant brand image and meaningful messages to communicate with the Chinese consumers.
How to:
Create an accurate creative brand expressions to fully communicate its product concept and also bring a unique dining experience to the China market.
Hence:
The macro market trends in China were first analyzed to look for opportunities to enter the market, the challenges that Royal Patat might face were next studied. Delving into target consumer and consumer insights, the unique selling points of Royal Patat which will overcome the challenges and meet consumer needs were then found. A dynamic and unique brand image (from brand identity, packaging, uniform to environment design) was eventually born.
Royal Patat Logo
Inspiration from freshly cut potatoes – a symbol made of patat “jumping” out of a patat cone, evoking a fresh, fun and cheerful feeling.
Royal Patat Wordmark
A classic serif typeface was selected and tweaked it to fit in the shape of a bow, this draws attention to the brand name, enhancing self-expression and portrays a confident tone.
Bright yellow delivers a sense of freshness, dynamism, a sense of royalty and with an elegant black.
Incorporating catchy phrases like “ Be A Royal, Have a Patat”, “Have A Patat Day” on the packaging design further strengthen the brand identity.
Brand Guidelines
Arched door exudes a feeling of friendliness. An open kitchen counter with a side window to show consumers that the patat is freshly cut and cooked.
To deliver premium Dutch royalty in an accessible way, bricks and marble were mixed to create textures.
The ambience is neat and bright, white wall tiles create a comfortable and organic feeling, mosaic floor tiles forms the brand logo, enhancing the brand presence in the environment.
