People are always seeking a healthy life with healthy choices, but unfortunately, healthy food isn’t very tasty. By creating various recipes that were actually tasty yet tasty, and by adding the right ingredients, their plates tasted fabulous while being very low in calories and fat. The brand’s concept inspired me to think more about what makes us hungry or satisfied. The guilt of eating fast food meals is always combined with the pleasure of its good taste, so how can we change the perception of healthy food once and for all? Starting with creating a mascot that gives the impression of good taste and real satisfaction, Watching a fat cat tells you how happy and well fed it is, and if good taste equals guilt, then this cat should be a mean and naughty cat.
The choice of the typography style was based on the same concept of creating a delicious and satisfying look and feel that can be easily applied to a fast food chain, and that is what led to the healthy colors. Since green, yellow, and red indicate healthiness, freshness, and they are really appetising colors, they transformed the identity into a healthy food chain with the fun factor of fast food chains.
The package design was created to reflect the persona of the bad fat pussycat. With a large and bold font, the plates were written to hammer on how satisfying and big a portion is inside, the calories and the microwavable icon, creating several mascots of the bad fat pussycat in different poses with different types of food, like meat, chicken, seafood, or salads, using colour code for each type, and icons of vegan, vegetarian, or pescatarian to add a more personalised experience.
- Agency/Creative: Sheikh Branding
- Article Title: Sheikh Branding Creates Bad Fat Pussycat Packaging Label and Brand Design
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Egypt
- Agency/Creative City: Cairo
- Market Region: Middle East
- Project Deliverables: 2D Design, Art Direction, Brand Creation, Brand Design, Packaging Design
- Industry: Food/Beverage
- Keywords: Bad Fat Pussycat Branding
Designer: Ahmed Elsheikh