London-based creative agency B&B Studio reinvasions the diet brand to forge strong connections with loyal target audience as well as attracting a new generation of in-the-know eaters.

To stretch its product portfolio and connect with a new generation of diet and health-conscious consumers, FATT products have been given a bold new verbal and visual identity, delivering broader appeal as well as providing clarity for an at times miss-communicated way of eating.

To achieve this, B&B Studio reclaims the word FATT, building on the brand name and challenging out-dated attitudes by injecting unapologetic positivity and championing good fats that are a key ingredient to the keto way. A brand ethos that is infused beyond the product focus, with social media and branded merch exuding a youthful energy accompanied by bold messaging such as ‘Live FATT, Die Old’ communicating the keto benefits without having to rely on dry nutritional language.

The believed benefits of a keto lifestyle, such as increased energy, mental sharpness and an uplifted feeling informs the new design, as vivid colour combinations reflect a feeling of amplified clarity and a hidden lightning bolt can be found within the logo. Bold typography and consistent placement of claims messaging ensures that ingredients and benefits are instantly visible for the consumer.

The new product line, featuring bars, bites and a cookie, are coded by colour and format, differentiating between the products but also opening the design to allow for future additions to the range.

FATT founder, Hannah Sutter, adds: “The repositioning and rebrand has had the fantastic effect of re-energising us internally, sharpening our focus on the future, helping us champion the benefits of keto and building our reputation as the obvious snacking choice for the committed keto lover.”

For more information about the B&B Studio design visit their website or follow them on Instagram .

Have some new packaging you’d like to share? Submit your project here for a chance to be featured!