A Cut Above
What We did:
Packaging Design
Range Design
NPD Design
Brand World
Naming
Fat Tony’s is an NPD creation, for a barber born range of mens hair styling products. Slick cuts with bags of personality, deserve styling products with just as much attitude!
THE BRIEF: Create a range of mens styling products for young men with big personalities and a ‘go hard or go home’ attitude. The naming should be cheeky and appeal to their sense of humour, and the product should be an integral part of their night out partying with friends.
THE OPPORTUNITY: Each of the products in the range create distinct styles of hair, so they each deserved individual names. Cheeky references to the wearers night out are used throughout, with an urban street style applied to its roots!
TARGET CONSUMER: A barber born product, so obviously a predominantly male audience… The brief was ‘a young surfer on the Gold Coast that likes to party, and isn’t afraid of a mullet!’.
NAMING PERSONALITY: Each of the variants has a tongue in cheek name that relates to an epic night out with friends.
GRAPHIC STYLE: A certain amount of graffiti style was already inherent in the existing Fat Tony’s logo, so we amplified it for the variants to drive a quirky brand tone of voice.
RANGE NAVIGATION: When using the range in the salon, or choosing your product at shelf, variant navigation is extremely important, so the variants became the stars of the show.
HERO THE VARIANTS: We wanted to make the different variants and their personalities the stars of the show.