The Fat Boy Pizza

Posted on

Derrick Lin


Agency: Digitingo
Senior Graphic Designer: Lovena Gonsalves
Copy Writer: Dhruvi Modi
Location: India
Project Type: Produced
Client: The Fat Boy
Product Launch Location: India
Packaging Contents: Pizza
Packaging Substrate / Materials: Cardboard
Printing Process: Screen printing

The Fat Boy is an award-winning pizzeria in Chennai, India. We redesigned it’s packaging with a cool and quirky illustrated look. Redesigning such an iconic brand’s packaging was a great deal of pride for us, and that’s why, the challenge here was to retain the brand’s identity yet create something never seen before.

The Fat Boy is synonymous with it’s illustrated emoticons on the pizza box. Each emoticon represents a boy; and every pizza is given a quirky name. For context, the Hawaiian pizza is called the Hawaiian Boy. We ensured to retain the emoticons into the final packaging with a fun twist – we brought all the boys together into a story.

With the innovative story paired perfectly with the most detailed illustrations that truly showcased the brand’s image, the design is screen-printed onto a cardboard pizza box. The colours used were The Fat Boy’s primary colours – white and orange.

An added advantage? We were able to bring the perfect connection between the brand’s online and offline image!