When you think about a bakery named "Fatties," the last way you'd expect its products to be branded is in ultra chic white boxes wrapped up in silky bows. However, when the London-based Dot Dash agency and Fatties founder Chloe Timms came together to develop a look and name for the brand, contrast was the focus. The designers and Fatties founder describe that "We created the name and design simultaneously with the idea of juxtaposing the connotations of the name with a clean, sophisticated design."
The confectionery makes mouth-watering caramels, passion fruit sherbet and coconut flour brownies—with a name like Fatties, you know these treats aren't afraid to say they taste good. The Fatties logo is playful and different letters in the word become stretched out depending on the way the text is formatted.
Juxtaposed Bakery Branding
The Identity for 'Fatties' Sounds Unappealing, but Looks Chic
Trend Themes
1. Contrast Branding - The trend of contrasting elements in branding, such as pairing a playful name with a chic design or packaging.
2. Unexpected Naming - The trend of using unexpected or unconventional names for businesses or products to create memorable branding.
3. Stretched Typography - The trend of using stretched or manipulated typography to create a unique and playful brand identity.
Industry Implications
1. Bakery - There is an opportunity for bakeries to differentiate themselves through playful, unexpected branding that contrasts with the traditional imagery associated with the industry.
2. Confectionery - Confectionery companies can leverage unexpected naming and unique packaging design to create a memorable and enticing brand identity.
3. Graphic Design - Graphic designers can explore the trend of contrast branding and stretched typography to create unique and playful identities for their clients.