Why Potato Corner aimed to be a more ‘younger’ brand

The brand has been in the market for over 30 years

Potato Corner understood that as a brand that has been in the market for 30 years, with the same brand look and the same offerings, it needed to evolve as consumers evolve.

Potato Corner is a kiosk-based snack brand that sells fries. Aside from the Philippines, the brand is also operational in 12 other countries including China, Singapore, Saudi Arabia, Myanmar, Hong Kong, UK, New Zealand, and Canada.

Andrea  Santos, Marketing Manager at Potato Corner and winner of the Rising Star award at the QSR Media Asia Tabsquare Awards 2024 considering the whole picture of the transformation, from the logos, to the new colours as well as some menu changes, it takes a lot coordinating between stakeholders, leadership teams, and agency partners to bring to life Potato Corner’s new look.

“At the end of the day, I guess what tied us together would be really understanding the brand itself, knowing what we stand for, and what we offer to our guests. So even if there were like several iterations, several back and forth, different variations, different POVs in terms of output. At the end of the day, it boils down to this one common denominator,” Andrea said.

The change was no mean feat as they still want to be identifiable to the patrons of the brand, whilst staying relevant.

“We wanted to make sure that when we do this transformation, we tell the personality, and what we stand for as a brand, and we stay relevant and connected to our guests,” Andrea explained.

The new look from both old and new customers where very positive, with a lot saying the brand feels ‘younger’, more vibrant, and fun which Andrea said they wanted their guests to feel.

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