We developed Fat Whyte Slims, a playful identity rooted in nostalgic fast food culture. The visual direction leans heavily on vintage Americana, bold red and white graphics, retro typeface and cheeky slogans, all reimagined through a contemporary lens.

At the heart of the brand is a custom character inspired by the weird and wonderful toy designs of the late ‘80s and early ‘90s – equal parts gross, charming and unforgettable. This figure became a signature symbol, appearing across social content, takeaway packaging, in-store signage and custom staff uniforms.

The result was a high-impact brand experience that matched the energy of the pop-up: fast, loud and dripping with personality.