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HOW TO GROW THE FATBOY BRAND BEYOND THEIR PRODUCT CATEGORY?

Fatboy has an all-time famous and fantastic product: the beanbag. The ‘Fatboy’ even became the synonym for a whole category: every beanbag was referred to as a Fatboy. Fatboy, although world famous for one of its products, suffered from having a one category hero product. They needed to extend its brand to a much richer portfolio than their amazing beanbag to guarantee relevance in the long term.

BRAND STRATEGY

The Young researched the brand extensively. From user research based on consumer dairies to trend forecasting and lifestyle competitive studies based on budget considerations. We mixed our findings into distinctive core values like relaxed and colourful and came up with the sole essence of the brand: the lifestyle of ‘having so much nothing to do’. We translated the strategy into brand books containing the strategic guidance and a brand identity ‘bible’. The next job was to make the essence come to life.

FUTURE PORTFOLIO STRATEGY

A sub-challenge was to justify the pricing strategy and aim for a higher retail segment. We researched the design scene and selected various high-end designers like Pieke Bergmans, Florentijn Hofman, Hanna Ernsting and Bertjan Pot. We briefed them with unique challenges to come up with designs that would help bring Fatboy to the next level. They translated this brief from their own expertise and developed commercial designs that we fine-tuned and discussed until they formed the perfect fit. The first collab ready for launch was proudly introduced as C9, a cuddly extremely oversized lounge rabbit by Florentijn.

BRAND COOPERATIONS

We developed brand cooperations like the Nokia/Fatboy powernap. Co-creation & co-branding allowed a partnership between Nokia and Fatboy to be translated into a power nap pillow for your Lumia. With this product, Fatboy’s claim for ultimate relaxation and Nokia’s wish for funky, colourful new accessories for their phone was a match made in heaven. Also, the longstanding relationship with MTV to outfit their lounges with branded Fatboys was a no brainer.

BRAND EXPERIENCE DESIGN

Meet the ‘so much nothing to do’ experience for Fatboy in Milan during the Salone del Mobile, consisting of a slowly spinning carousel in the heart of Zona Tortona. The carousel offered a place for people to stop and relax for a moment while feasting their eyes on the Fatboy products and the passing design crowd. A buzzing cocktail party brought together fans, distributors and (future) retailers in a night to remember.

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