We got the task to create a brand selling potato chips made from rejected potatoes. Browsing the world wide web we found out that potato sorts often have royal sounding names such as Lady Claire, Lady Rosetta & Lady Valora. We wanted to combine the elegancy of these names with the ugly tubers and use the tension between them as the basis of our brand. This led to the development of “Monarchy Misfits – potatoes rejected by the realm” with a product range consisting of Unladylike Claire – not so sweet paprika, Unladylike Rosetta – not bitter, just sour onions & Unladylike Valora  – notably strong sea salt.

..And yes! we untitled the ladies for not being as expected according to the norms of society. That made it possible for us to reclaim the term of being unladylike and challenge what is socially acceptable for a woman in 2021 – ‘cause behaving according to the rules seldom changes anything! So sit back and scroll through our rebellion against the market of kettles, moustaches & flammin’ hot masculinity aiming to highlight the feminin heritage of potatoes and their position as the rightful heir of the top shelves.

Copywriter & co-creater: Christine Emilie Sejersen 

Make sure you read the back of the bag written by my all time favorite copywriter Christine Emilie Sejersen!

 






                                                                             

We want to highlight inspirational women on our social media platforms. This quote is from the unladylike dancer Isadora Duncan. She was the first to free ballet from its conservative restrictions and was a front runner for modern dance.