Overview: Conceptualize a potato fry brand in Philippines

Scope of Work: Brand Development, Menu Development, Architectural Design of the Store, Project Management, Marketing, Photography, Copywriting

Role: Architectural Design of the Store, Design and Layout of Marketing Collaterals, Social Media Marketing, Menu Development, Product Research and Development, Food Photography, Project Management, Marketing Plan

The Challenge: Build a potato fries concept in the Philippines. The market leader is Potato Cornera and they have been for 20 years. The challenge is to conceptualize a brand that would distinctively stand-out in the market.

Tools: Adobe Photoshop, Sketchup, Panasonic Lumix C

Result: We proposed a brand that sells thick fries instead of shoestring. We also included "groumet fries" which you can do yourself or something already on the menu.

In the beginning the market wasn`t ready for a change in their usual French fry choices. The brand picked up after a year when it was also opened for franchising. We had some responses from the Irish community which was pleasant. We also celebrated St. Patrick`s Day by giving discounts to everyone wearing green. After 5 years, we re-packaged the brand into a lighter, brighter and livelier look. I am posting the repackaged version.

These are the deck cards for the proposal of the menu. I was part of the R&D Team who developed the menu in a period of 3 months. I also conceptualized the names of the products. The deck cards used the original aesthetics with black and green color palette.