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Portfolio

"Patafritas is a young, funky and fast-paced brand." Steve James-Royle, Creative Director, The Yard Creative

Patafritas

  • Client: Patafritas
  • Disciplines: Interior design, Graphic design, Implementation, Roll-out and Project management

The brief:

Our international client required an agency that was able to represent them across multiple projects and sites here in the UK. As a result, the role required a hands on approach from The Yard in respects to interior design, graphic design, project management, appointment of contractors and overseeing the on-site process.

The aim was to take the existing Patafritas concept and adapt it, making it attractive to the UK market whilst also meeting the requirements from the landlord, Westfield. Patafritas is a young, funky and fast-paced brand selling different shaped fried potatoes with a selection of toppings and drinks.

The approach:

Designing an inline fast-food unit that felt fresh whilst still allowing fast service was a key challenge. The team focused on designing an efficient flow through the unit (for both customers and staff) so a solid technical understanding and operational knowledge of the catering equipment was required.


Once the flow was established, the team set about creating a bold and funky visual style for the unit. High specification architectural grade materials were weaved in to the design to create a high-quality finish.


A graphic discovery and evolution exercise was undertaken to evolve the graphic communication of the brand; making it simple for customers to understand the proposition and place an order whilst staying true to the humourous character of the brand.

The outcome:

A young and vibrant unit for Patafritas, which utilises the menus and product displays in harmony for a fast and fun service.


Patafritas went live in June 2010, in a kiosk unit in the food court at Westfield Merry Hill, UK. Early sales seem to be good and our client is very happy with the adaptation of the brand to suit the UK market.


Read the Design Week article featuring Patafritas: 
PDF of the article (PDF, 764kb) | Visit the Design Week website

Concept sketch, Patafritas Materials board, Patafritas Character, Patafritas Live site, Patafritas at Merry Hill, Westfield Counter graphics, Patafritas at Merry Hill, Westfield
  • 1. Concept sketch
  • 2. Material board
  • 3. Character
  • 4. Live site
  • 5. Live counter graphics