Fat Cat is a beer brand brewed for the unapologetically playful. Positioned for a younger, culture-savvy demographic, the brand was built around the cheeky idea of "own the belly" — celebrating indulgence, humor, and self-expression through a series of bold, illustrated cat mascots. The goal was to break free from the overly masculine or overly serious aesthetics common in the beer aisle and create a brand that instantly stood out.