Breaking past brand bias isn’t easy, especially when consumers aren’t looking for something new. How do you break their routine, when they approach the shelf knowing exactly what peanut butter they’re looking for? Packed with plant-based superfats, Fatso is carving out a category of its own. We needed a brand design to stand out from the rest.

Leaning into Fatso’s bold name and playful attitude, we decided to showcase the flavor profiles and taste in a creative way. The new attitude is punchy, bold, and just a little bit retro. Vibrant colors, a custom typeface and impossible-to-miss wordmark all combine to give Fatso the attention it deserves.

This isn’t the peanut butter you grew up on. Wanting to educate and excite consumers about the nutrient-dense nut butter without boring them, we developed the Dense AF! campaign.