Fatty Matty’s brand identity
Results:
• On average, pizzerias on the Slice Accelerate program doubled their sales on Slice in the first 12 months.
• Increased their Slice customer base by 58%.
This project was part of Slice Accelerate, a high-impact marketing program designed to help local shops grow. As part of the program, Fatty Matty’s received some financial backing which helped fund marketing services including digital advertising, direct mail, social content, SEO, and branding. On average, participating shops doubled their sales in 12 months.
With the help of Senior Designer (and illustrator) Gaynor Gordon, we built a cohesive brand system from scratch, extending far beyond just a logo. We developed a full visual identity – including typography, color palette, logo usage, and a mascot.
The illustrated ‘Fatty Matty’ mascot brought the brand to life, a flexible character that extended beyond the logo to ads, packaging, staff shirts, signage, and social media. His playful personality made the brand instantly recognizable and adaptable for seasonal promotional use (e.g. adding a witch’s hat at Halloween).
Bringing the 1950s diner concept to life in a bold, modern way. We leaned into a distinctive pink forward palette and playful tone to create a brand that felt nostalgic but fresh – striking a balance between neighborhood charm and smart, scalable design. Entirely different to 99% of other pizzeria brands, luckily the owner was open to this suggestion.
These marketing materials drove online orders and brand recall. Every deliverable was designed to be both functional and memorable – with strong CTAs, consistent formatting, and high visibility across physical and digital channels.
The brand quickly became a local standout. The shop was able to build awareness quickly in its delivery area, driving first-time orders and repeat customers.
My roles:
Concept
Art direction
Co-design
The illustrated ‘Fatty Matty’ mascot brought the brand to life, a flexible character that extended beyond the logo to ads, packaging, staff shirts, signage, and social media. His playful personality made the brand instantly recognizable and adaptable for seasonal promotional use (e.g. adding a witch’s hat at Halloween).
Bringing the 1950s diner concept to life in a bold, modern way. We leaned into a distinctive pink forward palette and playful tone to create a brand that felt nostalgic but fresh – striking a balance between neighborhood charm and smart, scalable design. Entirely different to 99% of other pizzeria brands, luckily the owner was open to this suggestion.
These marketing materials drove online orders and brand recall. Every deliverable was designed to be both functional and memorable – with strong CTAs, consistent formatting, and high visibility across physical and digital channels.
The brand quickly became a local standout. The shop was able to build awareness quickly in its delivery area, driving first-time orders and repeat customers.
My roles:
Concept
Art direction
Co-design