Golden Potato: Launching a Syrian Chips Brand with a Website and Social Media

Location: Rural Damascus, SyriaYear: 2023

Golden Potato, part of Massa Foods, started making chips near Damascus in 2023. Its snack brand launch ran online as well as on the shelf: Kenania designed the bilingual website and the launch social media, in collaboration with BIGBANG IT Solutions.

Golden Potato (غولدن بوتيتو), part of Massa Foods, makes natural potato chips and crispy corn snacks in Rural Damascus. The company started in mid-2023, and Kenania designed its website and its social media in collaboration with BIGBANG IT Solutions.

In collaboration with

A website for three product lines

The website went live in the autumn of 2023 and runs in Arabic and English. It presents 34 products in three lines, «أحلى لمة لمتنا», Family Size and Crispy Kernels, and gives every product a page with its ingredients, nutrition facts and an order form. The agents page lists distributors across Syria and in Saudi Arabia, Oman, Lebanon and Germany.

The home page is built on photography: a table shared over a bowl of chips, the calligraphy «القرمشة بتكمل اللمة» (the crunch completes the gathering), and a section for each flavour, from very hot spicy to vinegar and French cheese. Visit golden-potato.com.

Social media from the launch

The social media opened with the launch, «جديد… الآن في الأسواق» (new, now in stores), and went on to give each flavour its own scene: a pack among fresh potatoes, a spray of chips against a blue sky, a volcano for the spicy flavour. The golden pack, the logo, the website address and the customer-service number repeat in every post, so each one adds to the same brand.

A bilingual company profile for distributors

For distributors and agents, the snack brand launch also needed a company profile. Its 12 landscape pages are bilingual on every page, Arabic on the right and English on the left, and every page is a scene in the same spirit as the social media: chips spilling from a golden chest on the cover, a treasure chest for the vision, a beach for the sea salt flavour, a volcano for the spicy one.

After About Us, Our Vision and the company goals, each flavour gets its own page or half page: ketchup, sea salt, barbecue, salt and vinegar, sweet and spicy, spicy, French cheese, and spicy and lemon. A pack-size page shows the small, big and family packs in every flavour, and the back cover carries the phone numbers, the social accounts and a QR code.

How do you launch a new snack brand online?

People need to recognise a new snack before they taste it, so a snack brand launch online starts with the pack and a name that is easy to find. Four pieces of work usually come together: a website that shows every flavour and pack size with its ingredients and nutrition facts and tells shops how to order; a launch announcement that shows the pack clearly enough to spot on the shelf; a post series that gives each flavour its own scene while the logo, colours and contact details stay where they are; and a distributor list that tells shoppers and retailers where the product is sold.

A brand that belongs to a larger company, as Golden Potato belongs to Massa Foods, keeps its own name, colours and voice, while its website can follow the parent company’s structure. That makes both sites quicker to build and to keep up to date.

What the snack brand launch needed before the first post

When Golden Potato started production in 2023, the pack design, the flavour names and the brand line «القرمشة بتكمل اللمة» were already settled, and the packaging was outside our scope. What the snack brand launch still needed was a place online where the whole range could be seen, and a run of posts that would make the golden pack familiar in the feed before people met it in a shop. We designed the website and the social media side by side, from the same photography and colours, so the two would read as one brand from the start.

In a snack brand launch every post has to point somewhere. A distributor who sees a post looks for the agents page; a shopper who likes a flavour looks for its product page. That is why the website address sits on every post, and why the product pages and the agents page were planned together with the launch posts. Someone who first sees the pack in a shop will often type the brand name into a search engine, and the bilingual site is what they find.

Snack brand launch website: three lines around one idea

The name of the first line, «أحلى لمة لمتنا», and the brand line «القرمشة بتكمل اللمة» share one idea: chips are eaten at a gathering of family or friends. The home page opens on that scene, a table shared over a bowl of chips with the brand line written in Arabic calligraphy above it, and only then moves to a section for each flavour. Visitors see the product where it is eaten before they see a product list.

All 34 product pages follow the same order, the one a buyer reads in: the photograph and the flavour first, then the pack sizes, then the ingredients and nutrition facts, and the order form last. A shopper looking for a flavour and a distributor ready to order use the same page. The site runs in Arabic and English because the brand sells in Syria and in export markets at the same time, and both versions share the photography and the layout, so anyone who switches language finds the same product in the same place.

Snack brand launch on social media: a fixed frame, a new scene

The launch posts opened with «جديد… الآن في الأسواق» (new, now in stores) and a second post, “in stores now, 2023”, which dates the brand’s arrival in shops. After that each flavour got its own scene: salt and vinegar among fresh potatoes, the pack in a spray of chips against a blue background, a volcano for the spicy flavour, and three flavours side by side. The scene changes from post to post. The golden pack, the logo, the website address and the customer-service number stay in fixed positions on every one.

The fixed frame means a follower who has seen three posts recognises the fourth before reading the name, which is what a snack brand launch needs in its first months. The scene tells the flavour before the label does: the volcano for heat, the fresh potatoes for a natural taste, and, in the company profile, a beach for sea salt.

A company profile for the snack brand launch

The same scenes carry into the 12-page company profile. On the cover, chips spill from a golden chest, which ties the name and the colour of the pack together, and a treasure chest sits beside the vision page. The profile follows the website’s order: about the company, its vision and goals, then the flavours one by one, then the pack sizes (small, big and family), and finally the phone numbers, social accounts and a QR code on the back cover.

Both languages share every page, Arabic on the right and English on the left, so a distributor in Damascus and an agent in Germany hold the same document and the brand has one file to keep up to date instead of two.

Five practices we took from this snack brand launch

1. Plan the product pages and the agents page with the launch posts, so every post has a page to send people to.
2. Show the real pack in every design. Golden Potato’s posts and profile pages all use the same golden pack that shoppers look for on the shelf.
3. Change the scene with each flavour, and keep the pack, the logo, the website address and the service number in the same place on every post.
4. Publish the agents page at launch. The distributors in Syria, Saudi Arabia, Oman, Lebanon and Germany are the first people to look for it, and it is the first page a new distributor reads in any snack brand launch.
5. Write in the language the market speaks. «القرمشة بتكمل اللمة» and «أحلى لمة لمتنا» are Syrian Arabic, while English carries the product information for export.

How we ran the snack brand launch

On this snack brand launch we started from the packaging files and the product list, because the pack is the part of a brand people see most. They gave us the product structure of the website and the visual language of the posts. The home page, one product line and one product page were designed first for approval, and the rest of the site was built on the same pattern.

The posts were designed in batches: the launch first, then one scene per flavour, then seasonal posts. Each batch was delivered with its captions so that the brand’s own team could keep writing in the same voice. Golden Potato’s social channels opened with the launch, and the website went live in the autumn of 2023, with its first uploads and home page in late September.

What Golden Potato kept after the snack brand launch

The brand kept a website whose product structure is ready for new flavours, a post template for each scene, the photography and the caption style. A new product becomes a page on the site and a post with its own scene, inside the same system. Golden Potato carried on this way after the launch, while its parent company, Massa Foods, ran its own channels alongside. After a snack brand launch we look at which flavour pages are visited most and which posts send people to the site, and use that to choose what the next batch of posts features.

Scope

• Website design in Arabic and English: home, three product lines, product pages, agents, events, about and contact
• Social media designs from the 2023 launch onwards, with a scene for each flavour
• A 12-page bilingual company profile for distributors and agents
• Delivered in collaboration with BIGBANG IT Solutions

Related projects and services

• Website design company in Syria: company websites and product catalogues in Arabic and English
• Massa Foods: website, social media and content: the parent company, with BIGBANG IT Solutions
• Sidi Hisham website, Syria: a food company website, with BIGBANG IT Solutions
• Social media poster design and management: post series for brands
• Digital marketing and content production: campaigns, social media and video

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