The HofChips brand should be sharpened through a relaunch of the brand website. To accomplish this, we concentrated on the brand’s two main features: HofChips potatoes are grown and harvested locally by regional farmers and then roasted in a kettle with their skins.
We decided to vividly present this process in the context of a natural farm setting and thereby clearly distinguish this regionality from the organic chips segment.
For this we defined a color and imagery concept that depicts the harvesting process and products in a very natural way: freshly dug soil on the farmer’s hands and on the potatoes’ skins; ingredients are intentionally shown as pure and natural. We also developed an editorial concept with a strong focus on wordplay and idioms involving country lore, farming, agriculture and the natural world, e.g. “mother earth” and “back to the roots.”