Royal Patat from Holland, renowned for their original Dutch recipe since 1905, aims to introduce their high-quality patat (fries) to the Chinese market. To do this successfully, they need a well-defined brand concept, a relevant brand image, and meaningful messaging that resonates with Chinese consumers. Our task was to create accurate and creative brand expressions that fully communicate Royal Patat's product concept and bring a unique dining experience to China. We started by analyzing macro market trends to identify opportunities and challenges, then delved into target consumer and consumer insights to uncover unique selling points that meet their needs. With this knowledge, we crafted a dynamic and unique brand image that encompasses every touchpoint, from brand identity to packaging, uniform, and spatial design. Spatial design played a crucial role in showcasing the visible craftsmanship of a product. A combination of equipment and freshly stacked potatoes with delicious sauces was highlighted through the physical arrangement of the space. By strategically placing the equipment and ingredients, customers can witness the process of how the product is made, which in turn adds value and uniqueness to the overall experience. The use of lighting, color schemes, and textures also enhanced the visual appeal of the space, making it more inviting and memorable for customers.