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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 is partner with one of the biggest potato supplier companies in China as they feel that Chinese potatoes are better than the Dutch ones as they are grown in beautiful natural surroundings of Inner Mongolia with very clean air, without any pollution. Royal Patat plans to open its first restaurant in Shanghai, followed by 15-30 more in China. With its unique recipe and good quality raw ingredients, Royal Patat has confidence and ambition to enter the China market – they need a clear brand concept, a relevant brand image and meaningful messages to communicate with the Chinese consumers.
We were commissioned with this task, creating Royal Patat’s Brand Concept, Visual Identity Design, Packaging Design, Uniform Design and Environmental design.
We began by defining Royal Patat’s brand concept. We first analyzed the macro market trends in China to look for Royal Patat’s opportunities to enter the market, we then studied the challenges that Royal Patat might face, delved into target consumer and consumer insights, and found the unique selling points of Royal Patat which will overcome the challenges and meet consumer needs.
Upon the brand concept completion, we proceeded to work on the Brand Identity Design and Development – we took inspiration from freshly cut potatoes – how it falls into the – creating a symbol made of patat “jumping” out of a patat cone, evoking a fresh, fun and cheerful feeling. The symbol placed between the brand name creates a balance in the entire logo and also strengthens the authentic experience of Dutch patat that Royal Patat brings to its consumers. For the wordmark, we chose a classic serif typeface 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 together with an elegant black portrays Royal Patat as the expert in providing authentic Dutch patat. We then proceeded to create the packaging (patat cone, patat bowl, cup, napkin), menu, uniform as well as the environment design, bringing a holistic brand image of Royal Patat to the Chinese consumers. Incorporating catchy phrases like “ Be A Royal, Have a Patat”,
“Have A Patat Day” on the packaging design further strengthen the brand identity.
For the environment design, we translated the brand essence into an experience. To deliver premium Dutch royalty in an accessible way,
we mixed bricks and marble to create textures, the arched door exudes a feeling of friendliness. An open kitchen counter with a side window was designed to show consumers that the patat is freshly cut and cooked. The ambience is neat and bright, white wall tiles creates a comfortable and organic feeling, mosaic floor tiles forms the brand logo, enhancing the brand presence in the environment.
We created a dynamic and unique brand image (from brand identity to environment design), which communicates that Royal Patat is the real Dutch royal style patat, bringing the authentic royal experience to Chinese consumers.
The first Royal Patat store was opened in June 2019, in Shanghai. During the soft opening, it attracted a long queue of passerby who were curious for a taste of the patat. Many patrons left comments on Dianping (TripAdvisor equivalent in China) that they were surprised to find the patat different from usual fries they always have, and they were impressed by the dynamic branding and packaging which is refreshing and interesting. It has also attracted many local media and influencers to check out how a newly opened store became one of the most social media worthy spots in Shanghai.