“Kara and her team are amazing at capturing the essence of who you are and elevating it to a whole new level. Doors have opened, expansion is happening and the trajectory of everything is on a steep incline. I feel very lucky to have found Made Outside.

Neala Steury, Founder of The Gourmet Chip Company

The Gourmet Chip Company

Gourmet Chip Company, originally a beloved local chip and sandwich shop in Asheville, underwent a transformative rebranding with the help of Made Outside. Our agency repositioned the brand as both a competitive CPG product and a cafe, putting its unique chip flavors and high-quality ingredients in the spotlight. Through strategic rebranding, repackaging, and the creation of a new Shopify website, as well as professional imagery for their content library, Gourmet Chip Company successfully transitioned into the retail and gift markets. This repositioning resulted in a 37% increase in total sales and a 49% boost in online orders, solidifying their presence as a top-performing brand in the CPG space.

thinking bigger

Gourmet Chip Company was well-known locally for its hand-blended, globally-inspired chip flavors and inviting atmosphere, but the brand needed to expand beyond its Asheville roots. The challenge was to reposition the company from a beloved local restaurant into a standout CPG brand that could resonate with a broader audience. This required redefining the brand’s identity to highlight its products, boosting its presence in retail locations, increasing direct-to-consumer online sales, and accelerating its entry into the gift market.

Made Outside recognized the unique potential of Gourmet Chip Company’s story—its dedication to handcrafting chips from locally sourced, high-quality ingredients, and its commitment to community values. We strategically repositioned the brand, weaving these elements into a compelling narrative that emphasized their purpose: bringing people together for a curiously good time with chips that are as much about the experience as they are about flavor.

 

This purpose-driven storytelling was infused into every aspect of the rebranding process. We developed visually stunning packaging that captured the essence of the brand’s story and values, making it particularly attractive to retailers and gift buyers. Additionally, we built a new Shopify website designed to enhance the online shopping experience, and we shot and styled professional images to enrich their content library.

 

The results were remarkable. Within six months of the rebrand and website updates, Gourmet Chip Company experienced a 37% increase in total sales and a 49% boost in online orders. The introduction of online wholesale ordering led to a 50% increase in wholesale sales, with wholesale now accounting for 45% of total sales. Moreover, the brand’s website performance soared, ranking higher than the 75th percentile for direct-to-consumer CPG websites, with a 3.4% Add-to-Cart rate and a 57% conversion rate—far exceeding the national average for CPG online sales.

 

Made Outside continues to work closely with Gourmet Chip Company, supporting its leadership team and ensuring the brand’s ongoing success in both the retail and gift markets. By integrating purpose and storytelling into the brand, Made Outside not only elevated Gourmet Chip Company’s market presence but also fostered a deep emotional connection with consumers. This connection translated into significant business growth, demonstrating the power of purpose-driven branding in driving success in the CPG space.

The selection below includes photography from Made Outside and client-provided images, which were captured for The Gourmet Chip Company by Rachael McIntosh.

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supportive brand elements

Neala Steury

Founder, The Gourmet Chip Company

“Kara and her team are amazing at capturing the essence of who you are and elevating it to a whole new level. Our old branding vs new branding and our old website via new are like comparing apples to oranges. Doors have opened, expansion is happening and the trajectory of everything is on a steep incline. I feel very lucky to have found Made Outside. One thing people should know is that this kind of rebranding takes time. I am glad we didn’t rush anything. The results prove that deliberation and collaboration are key.””

supportive brand elements

 Within six months of the rebrand and website updates, Gourmet Chip Company experienced a 37% increase in total sales and a 49% boost in online orders and sales.

(2) Packaging Design – enhancing product appeal and driving consumer interest through innovative design.

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after

Made Outside executed stunning styling and photography for The Gourmet Chip Company, capturing the essence of their products and creating visuals that resonate with consumers

(3) Shopify Website Design, Custom Development + Photography – captivating customers and enhancing their online shopping experience.

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