Fat is not just a retail store, but a creative force intricately linked to Melbourne's art, fashion and music community. Fat stocks Australian labels such as PAM, Claude Maus and ffiXXed alongside international labels including Comme Des Garçons, Opening Ceremony and Henrik Vibskov. We were commissioned to rebrand the Fat identity, which included a new logo, signage, swingtags, shopping bags and a new visual system.