After Guinness, Tayto is probably Ireland’s most iconic brand. And, since AMP Visual became involved, Mr. Tayto has become one of the county’s biggest celebrities.

Our successful relationship with Largo Foods began when they approached us to design and illustrate Mr. Tayto’s biography: ‘The Man Inside The Jacket’ – The story of a man who travelled a long way from the farm but never forgot his roots.

There was a great deal involved. We developed a 3D expression of the Mr. Tayto character for use in computer-generated images, photography, actual 3D models and a wearable suit. It also meant creating the memories, heirlooms and keepsakes you would expect to see in a biography: Mr. Tayto’s family tree, his school report cards, extracts from his diary, postcards home from Irish College, photos of his illustrious sporting career and a great deal more.

The challenge was to heighten the humorous nature of the book and the character, while remaining true to the conventions of a biography. This deadpan approach had to carry through the text and the visual execution, and on into POS, in-store posters, PR materials, flyers, wearables and even vehicle design.

‘The Man Inside The Jacket’ took on a life of its own, topping the bestsellers’ list and giving rise to a full-blown marketing and publicity campaign with the following results:


  • 60,000 copies sold, Ireland’s number one selling book for 6 weeks.
  • PR exposure to the value of €1.3 million (source Mindshare)
  • Thousands of euro generated for depression charity, Aware.
  • Book sales also generated thousands of Euros for the nominated charity, Aware.
  • All Ireland Marketing Awards Winner.


“AMP Visual were a key partner in the success of the Mr Tayto autobiography campaign. AMP designed and managed the entire production of the hardback book, designed all the POS including the rebranding of our trucks and all internal sales communication. Given the success of The Man Inside The Jacket, we have continued to work with AMP very successfully. Their work is exceptionally creative, different and pushes the boundaries in terms of design and production.”

Rita Kirwan
Marketing Director



Branding / Brand Strategy and Planning / Package Design / Book Design / Brochure Design / Logo Design / Album Design / Poster Design / Merchandise Design / Web Design / Social Media Design / Marketing Collateral / Environmental / Signage /// Contact AMP Visual

Mr. Tayto The Man Inside The Jacket Book Design AMP Visual Dublin
Mr. Tayto Best Selling Book Design and Campaign Graphic Design Dublin Ireland
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Mr. Tayto 3D Animated Characters.

Amp Visual Tayto Book Poster billboard design