Branding design for restaurant The Fat Pie

The restaurant who reinvented fast food for the millennial generation. In a world of calorie-counting and clean eating, The Fat Pie see things differently. They see an opportunity to reinvent fast food for the millennial generation, and we joined them in their mission to make American-style pizza great again. After the runaway success of the first Rotisserie restaurant, the team is expanding their vision of high-quality, locally sourced fast food. This time, they’ve set their sights on American-style Pizza. While mass-production and globalisation have transformed fast food into something sterile and synthetic, the Rotisserie team have taken a step back, reimagining the ‘golden age’ of fast food for today’s foodie-focused consumers. And, by using only the finest ingredients and artisanal techniques, they promise to completely satisfy those fast food cravings. We designed a brand story and identity that builds on and develops their ‘anti-health movement’ to truly make American pizza great again, for everyone.

Credits:

Client — The Fat Pie Restaurant
Agency — u-inc (a.k.a. Another Universe)
Creative Director — Laurens Franssen​​​​​​
Lead Designer — Davidson Lopes
Project Lead —​​​​​​​ Yuri Linthout
Character design — Etienne Memon