The Approach

For the Fatfish branding approach, I began by exploring the competitive landscape to understand what resonates with fat tire bike enthusiasts. I reviewed what other brands were doing and quickly got a sense of the youthful, show-off spirit that defined this audience. They were mostly young riders eager to flaunt their maneuvers, whether cruising the Gold Coast or navigating urban streets.

I also checked out Fatfish’s social media, which gave me insight into their emerging community and how the brand’s fans already felt about it. It was clear that the brand needed to reflect this fun, expressive vibe, basically giving these riders a brand they could wear like a badge of honour.

In addition to designing the logo, I created the tagline "Ride Your Way" to encapsulate that freedom. It’s all about letting each Fatfish rider be themselves, whether they're in a coastal or urban environment, showing off their best moves and feeling great about it. That tagline and the overall brand direction gave the marketing team a solid foundation to launch from.

Signage and Merchandising

To make a real impact, I suggest starting with signage. It’s the first step to building a brand that stands out, gets recognised, and begins to stick in the minds of both loyal customers and walk-ins.

To create a lasting brand presence, merchandising materials come into play. I don’t design brands just to look good — I create brands people feel proud to be part of. Like joining a hip-hop crew of talented individuals who wear their identity with pride and attitude.

Fatfish in Action

The video below, created by the Ride Electric marketing team, shows what happens when a brand gets clear on its message and visual identity. Sometimes, all it takes is the right push to bring everything together and make it click with your audience.