Chipeen Ireland

Branding | Digital | Interiors | Roll Out | Strategy

Chipeen is a chip shop based in Galway established in 2026 by Joe and Barney Gaughan. Serving up fresh Irish chips on Shop Street, they are a modern and exciting part of Galways' burgeoning culinary scene, blending an authentic Irish sensibility with a youthful sense of hospitality.

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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.

A new voice for Pratai

A proudly local chipper

The layered collage of Irish life

The humble Irish potato

The feeling of home

Brand Idea

Our idea was to create a brand that is a layered collage of Irish life, told with love playfulness and boldness.

We wanted people to walk into Chipeen and feel like they’d walked into a story they are familiar with – the chipper on the corner, but reimagined.

The name itself carries that idea, as Chipeen is Irish for “little chip,” leaning into the Irish language and sense of place. We wanted to tap in the pride in being Irish.

Our strategy centered around taking recognisable cues from Irish life, and reinterpreting them in a modern way. Irish signage as a visual language. The palette directly from the everyday charm of rural Ireland. Old shopfronts and signage, the faded lettering on a country road. Familiar to anyone who grew up here, but retold with a confidence and clarity that feels current.

Brand Execution

We took great care to ensure the brand spoke authentically to Ireland.

We worked directly with a traditional Irish sign painter to design the logomark, and hand-paint the Chipeen wordmark on the shopfront, using the same techniques that gave the old chippers and pubs their character.

A bold nod to Irish shopfronts and road signage, the logotype is a bespoke, hand-crafted mark inspired by signs made by hand.

A bold modern sans, a crispy Irish serif, and a nostalgic brush script. Together they let Chipeen move between confident, characterful, and playful.

A fun symbol and set of sub-marks. Expressive stamps and stickers, a proud spud, a wink, a flash of chipper wit. These give the brand the looseness and personality, the same principle ran through the rest of the execution.

Rollout

Chipeen launched from 27 Shop Street, Galway – anchored by the hand-painted shopfront and rolled out across every touchpoint a chipper needs to own:

Shop signage and interior fit-out. Menu boards and price cards. Chip bags, boxes, sauce pots and stickers. Staff uniforms and aprons. Sauce pump labelling for the full signature range – Chipeen Mayo, Drummond House Garlicbad, Harry’s Nutbut Satay, Back-West Sauce, Different Gravy and more. Social content, launch campaign, and a tone of voice that talks like the people who grow the spuds.

What started as a chipper became a brand that celebrates everything great about the humble Irish potato – and the people who grow it.