Client: Potatopia

Potatopia Holdings owned and operated one fast food location in a mall in New Jersey with aspirations of opening 5 corporate locations in the tri-state area and then franchising through out the U.S. While the idea for the restaurant was developed (bringing the potato, in all its iteration, from a side dish to the main course) there was no brand strategy, positioning or brand identity. And of course, no branding materials.

Our Challenge

Develop a long term differentiating brand positioning and a unique and totally ownable brand personality. The brand positioning and related brand expression had to transcend from the health conscious target to those wanting a decadent fast casual meal

It had to appeal equally to a young audience as well as college students and older individuals.
It had to be fun, but yet with a sophisticated wink.
The brand expression had to be totally integrated across every consumer touch point.

Campaign - ‘The Perfect Meal’ Brand Positioning

Combining the nutritional benefits of the potato with the fun and good times people associate with French fries (and other potato variants) led us to the “Perfect Meal” brand positioning. In terms of brand personality, while we took ourselves and the business seriously we didn’t take our product seriously. Fun, yet a wink and smile of irreverence was the foundation of the brands personality.

Brand Identity: Logo Design

The Logo: In Situation

Brand Identity: Potato Characters

Captured the fun/sophisticated brand personality. 12 characters were developed, one for every month with a theme consistent for their respective month.
Generic characters were also used for in-store branding/signs and consumer promotions

This is an example of how the characters were used for in store branding.

Brand Identity: Voice

Brand Promotion: Pre Launch Awareness Program

To build interest and awareness prior to the grand opening, each day for 30 days, a different potato with a relevant (potato) question was unveiled on the store window. Customers answered the questions online. Winning answers were awarded free meals at the grand opening. A tremendous amount of PR and good will was created.