Case Fatboy

How to design Fatboy’s brand experience & portfolio strategy?

Femke de Jonge has realized brandbooks, ‘the Fatboy world’ future portfolio strategy, brand cooperations and brand experience designs for Fatboy.

Take the Nokia/Fatboy powernap for example: co-creation & co-branding allowed a partnership between Nokia and Fatboy to be translated into a powernap pillow for your Lumia. With this product, Fatboy’s claim for ultimate relaxation and Nokia’s wish for funky, colorful new accessories for their phone was a match made in heaven.

Or meet the ‘so much nothing to do’ experience for Fatboy in Milan during the Salone del Mobile, consisting of a slowly spinning carrousel right 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. The carrousel was The Young’s proud outcome of an extensive brand analysis and future brand strategy to make the lifestyle of ‘having so much nothing to do’, the sole essence of the brand, come to life.

Photography brandbook: Bob van der Vlist


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