Design: B&B studio
Location: United Kingdom
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Keto snack bar
B&B studio has partnered with keto pioneers FATT on a strategic repositioning and redesign as the brand looks to build on growing category awareness and stretch its product portfolio. The rebrand builds on the FATT name – the brand’s strongest existing asset – but reimagines everything around it, introducing a new verbal and visual identity designed to connect with a new generation of in-the-know eaters.
Battling with complexity, confusion and misinformation, the keto snacking category – particularly in the UK – has traditionally aped the codes and behaviours of generic healthy snacks, resulting in brands with no clear commitment to what is a very specific way of eating. B&B was keen to harness the evangelical energy of committed keto-eaters, forging a strong connection with a small, but loyal, target audience, while letting the products’ broader health benefits attract a wider group of low-carb-eaters and refined-sugar-avoiders along the way. To achieve this, the rebrand reclaims the word FATT, infusing it with attitude and positivity, challenging consumer perceptions and dated diet language, while championing good fats.
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.
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.
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.
Shaun Bowen, Creative Partner at B&B studio, says: “Working on a brand that represents such a specific way of eating offered us a fantastic creative opportunity within the crowded but generic healthy snacking category, and it was a pleasure to partner with FATT – the UK’s original keto snack brand. Their desire to be brave, bold and challenging empowered us to push the brand on with creativity and confidence.”
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.”