Formerly The Ardgowan Hotel, Crown Creative led the complete repositioning of the property, from naming and strategic positioning to brand identity, interiors, art direction, website and rollout. Working alongside Marram Hotel Collection and the wider project team (ICA, Carrie Neely Art), we helped shape every aspect of the guest experience, creating a hotel that feels less like a destination and more like a natural part of St Andrews.

Ireland has for generations been synonymous with the potato. And yet almost 80% of the chips served in Irish chip shops are imported - frozen, pre-cut, mass-produced, shipped in from Europe and dropped in a fryer.

Established by Galway brothers Barney and Joe, Prátaí set out to change that. A proudly local chipper using fresh Irish potatoes, hand-cut daily and twice-fried in rapeseed oil, with house-made sauces built around Irish produce. 

With the concept validated and the queues out the door, the team spotted the opportunity: the brand now needed to catch up with the ambition of what they were building.

Crown Creative was asked to rebrand Prátaí - with a brief to craft an identity and a voice with the same pride, personality, and sense of place as the chip itself. The result was Chipeen, and Proper Irish Chips.