Fat Cat Cookie Co.

Fat Cat Cookie Co. makes fresh-baked cookies with what its own tagline calls throwback flair: sweet, soft and seriously snackable. The brand didn't want to look like another pastel bakery. It wanted attitude: the nostalgia of 90s Saturday mornings and skate shops, but with the polish of a premium product.

At the centre of it all is a cat. A big orange one, in pink sunglasses and a backwards snapback, caught mid-bite. Our job was to build an identity around him that feels collectible, like something you'd want on a sticker sheet or a hoodie, while still signalling that the cookies are made properly. Fun first, but never sloppy.

We presented the identity as two complete directions, each with its own logo family, type system and applications, so Fat Cat could feel the difference rather than imagine it.

Sticker Pack Deluxe is the friendly one: a rounded, graffiti-leaning wordmark with a thick outline, made to look like it was peeled off a sticker sheet. Radical Snack Attack turns the volume up with brush lettering, paint splatter and a bit more grit, the kind of mark you'd spray on a skateboard deck or a storefront window. Both keep the same mascot, so whichever way the brand goes, the cat stays the star.

Both directions share one palette, built on what the deck called "memory, but better": a remix of 90s colour chaos, from slime green and pool blue to bubblegum pink and grape purple, held together by creamy neutrals and a deep midnight navy so the system stays legible and premium.

The colours stay the same; the names change with the mood. In Sticker Pack Deluxe they're treats like Marshmallow Matte and Bubblegum Blitz. In Radical Snack Attack they're pure 90s pop culture: Saved by the Beige, Fresh Prince and Blockbuster Butter. Small details like that are how a brand's personality shows up long before anyone tastes a cookie. It's the same thinking behind branding with a strategy rather than decoration.

Both directions were taken all the way to real-world applications, including holographic stickers, a neon sign, posters and embroidered polos, so the decision is about personality, not guesswork. Whichever cat wins, Fat Cat Cookie Co. gets a mascot-led brand people will want to stick on their laptops, not just a logo on a box.

The way a brand looks has a real effect on what people will pay for it (here's how). For more sweet work, see our dessert branding for Kunaferia or browse our food and beverage projects.