18.7.2011 Sid Lee

Fatboy® USA Unveils a New Brand Identity

Fatboy® USA announced today it will be unveiling a new brand identity package including an updated logo, new brand values and imaging, as well as a new company tag line, “A Wonder-fuller Life”. 


“A Wonder-fuller Life” tagline was created to connect the brand to the idea life is more magnificent after engaging in the Fatboy® brand experience. Fatboy® creates iconic lifestyle products with a simple yet compelling idea reflected in our new tagline, “A Wonder-fuller Life”. And while the evolved Fatboy® logo was designed to exude a contemporary feel and timeless sensibility, it remains true to the original logo by maintaining the rectangular shape and red and white colors, seamlessly signaling Fatboy® clear positioning as a clean, no nonsense brand, which has been the hallmark of the company since 2002. 


“The introduction of our new Fatboy® global identity communicates the brand’s transformation from a one product focused company to a lifestyle brand, further reinforcing the company’s continued commitment to the growth and evolution of the brand globally,” said Robertjan Zonnefeld, CEO of Fatboy®. “We believe our new identity aligns perfectly with what has remained the core of our brand philosophy from birth, which is to design captivating product to evoke an authentic change in people’s minds for the better through the experience they have with our product.” 


The new brand identity project was spearheaded and designed by the creative team at Fatboy®, in collaboration with world-renowned branding firm, Sid Lee. The new brand imaging showcases art of all the Fatboy® family members in an innovative and creative spirit, further underscoring the company’s core brand values: imaginative, stylish, bold, colorful, relaxed, sympathetic, open-minded, cheekily humorous and surprising. 


“This is an exciting time for the company and a perfect opportunity to unveil a fresh identity that captures the brand essence and our commitment to growing the brand. We are profoundly different today and our identity needs to signal that level of change to all of our partners and fans,” said Paula Masters, President and Managing Director of Fatboy® USA. “We feel strongly our new brand strategy will support our growth objectives, increase our reach and most importantly, engage our fans in the Fatboy® family brand experience.” 


Focused first on aligning internal audiences, the new identity will begin rolling out to external audiences today. At the same time Fatboy® USA will be transforming all social media outlets and consumer touch points. A newly designed web site is scheduled to launch in early fall.