Fatt
Live Fatt,
die old.
Brand Strategy. Visual Identity. Copywriting. Packaging Design. Brand World. Artwork. Print Management.
Our decision to transition the name from Fattbar to FATT set the tone for a complete reimagining of this specialist keto brand. By reclaiming the word FATT and infusing it with attitude and positivity, our brand redesign challenges dated diet language, upends consumer expectations of the category and champions good fats – all part of the brand’s mission to bond with an evangelical audience of keto enthusiasts. Exuding youthful energy across every touchpoint, the brand is able to embody all the physical and mental benefits of keto without resorting to dull nutritional or medical language.
FEEL FATT
The new design is inspired by the benefits of a keto lifestyle, believed to increase energy, mental sharpness and an uplifted feeling. The logo features a hidden lightning bolt to capture that dynamism, while vivid colour combinations express a feeling of amplified clarity.
EAT FATT
Crucial to the rebrand was setting foundations for packaging design that would allow product stretch beyond bars. The new range features bars, bites and a cookie, coded and differentiated by colour and format, with further products in the pipeline. All FATT’s products are all-natural, sweetener-free, low in carbs and high in good fats and inulin, a prebiotic fibre. Consistent placement of claims messaging helps consumers see those functional facts fast.
LIVE FATT
Injecting a lifestyle feel into FATT was important in elevating the brand beyond its product focus, and connecting with a community of keto lovers. Social media and branded merch exude a youthful energy, while bold messaging such as ‘Live FATT, Die Old’ allow the brand to communicate keto benefits and build on its expert knowledge, without having to rely on dry nutritional language.
