New illustrated identity for the Fat Tui burger bar in Nelson City

The Fat Tui — creators of amazing burgers, decadent doughnuts, and ice-cream sammies — launch a new identity and website design by Downing.

When the owners of The Fat Tui moved their burger restaurant from Motueka to Nelson City they decided they need a fresh look. They came to us with an idea for a watercolour illustration to use as their main imagery, but after an in-depth look at their brand we agreed we could create more than just a picture.

We started with an ink and watercolour illustration of the New Zealand Tui on a branch of Pōhutukawa, and formed a brand identity that drew inspiration from its colour and form. We designed a new typographic logo lock up for their name, and set a style for all their branded material. 

The illustrations, colours, and typography all work together in a natural way to form an identity that is authentic to The Fat Tui.

Interior of fat tui restaurant
fat tui logo
picture of the wall of the fat tui featuring a flying tui carrying bus