Fatboy® USA Unveils a New Brand Identity

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Once started with the Original beanbag, there’s no stopping the Fatboy® family….All designed in the name of a wonder-fuller life!

Fatboy® is not just a single person. It’s an entire family, each with their own quirks and key attributes. Nonetheless, they are still related, and have shared characteristics. They all have big personalities and are imaginative, stylish, bold, colorful, relaxed, sympathetic, open-minded, cheekily humorous and surprising.

Fatboy® is not just a single person. It’s an entire family, each with their own quirks and key attributes. Nonetheless, they are still related, and have shared characteristics.

“This is an exciting time for the company and a perfect opportunity to unveil a fresh identity that captures the brand essence and our commitment to growing the brand,” said Paula Masters, President and Managing Director of Fatboy® USA.

Fatboy® USA announced today it will be unveiling a new brand identity package including an updated logo, new brand values and imaging, as well as a new company tag line, “A Wonder-fuller Life”.

A Wonder-fuller Life” tagline was created to connect the brand to the idea life is more magnificent after engaging in the Fatboy® brand experience. Fatboy® creates iconic lifestyle products with a simple yet compelling idea reflected in our new tagline, “A Wonder-fuller Life”. And while the evolved Fatboy® logo was designed to exude a contemporary feel and timeless sensibility, it remains true to the original logo by maintaining the rectangular shape and red and white colors, seamlessly signaling Fatboy® clear positioning as a clean, no nonsense brand, which has been the hallmark of the company since 2002.

“The introduction of our new Fatboy® global identity communicates the brand’s transformation from a one product focused company to a lifestyle brand, further reinforcing the company’s continued commitment to the growth and evolution of the brand globally,” said Robertjan Zonnefeld, CEO of Fatboy®. “We believe our new identity aligns perfectly with what has remained the core of our brand philosophy from birth, which is to design captivating product to evoke an authentic change in people’s minds for the better through the experience they have with our product.”

The new brand identity project was spearheaded and designed by the creative team at Fatboy®, in collaboration with world-renowned branding firm, Sid Lee. The new brand imaging showcases art of all the Fatboy® family members in an innovative and creative spirit, further underscoring the company’s core brand values: imaginative, stylish, bold, colorful, relaxed, sympathetic, open-minded, cheekily humorous and surprising.

“This is an exciting time for the company and a perfect opportunity to unveil a fresh identity that captures the brand essence and our commitment to growing the brand. We are profoundly different today and our identity needs to signal that level of change to all of our partners and fans,” said Paula Masters, President and Managing Director of Fatboy® USA. “We feel strongly our new brand strategy will support our growth objectives, increase our reach and most importantly, engage our fans in the Fatboy® family brand experience.”

Focused first on aligning internal audiences, the new identity will begin rolling out to external audiences today. At the same time Fatboy® USA will be transforming all social media outlets and consumer touch points. A newly designed web site is scheduled to launch in early fall.

About Fatboy®:

Fatboy® is an imaginative lifestyle brand that excels in thinking outside the box. The Dutch company has been challenging the concepts of lifestyle product since 2002, when it set out to create the perfect lounge chair— designed for fashion, for comfort, and tailored for an unmatched lounging experience. Today, Fatboy® brings energizing comfort and smiles to people in over sixty countries worldwide with a growing line of lifestyle products all designed in the name of a wonderfuller life. Wrap yourself in the Fatboy® brand experience and share the legacy by visiting http://www.fatboyusa.com and http://www.facebook.com/FatboyUSA.

About Sid Lee:

Sid Lee is a multidisciplinary creative team of 450 professionals of many persuasions. They work globally for top-tier clients from our Montréal, Amsterdam, Paris, Toronto and Austin ateliers. Sid Lee specializes in embedding brands, products, spaces and services with meaning and resonance and has one of the most diverse creative teams in the world. For additional information, please visit http://www.sidlee.com.

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