FatCats

A bold brand refresh helped FatCats scale their playful personality across every touchpoint, from pizza boxes to billboards.

Context & Client

FatCats is on a mission to connect and delight — one movie, one game, one experience at a time. At a time when connection feels more valuable than ever, they’ve built all-in-one family entertainment centers where people can laugh, play, and celebrate together. With offerings like cinemas, arcades, glow-in-the-dark mini golf, bowling, and birthday parties, FatCats has cultivated a loyal following across Utah, Arizona, Colorado, and Idaho.

As their presence grew, FatCats wanted a brand that matched their vibrant, high-quality experience. They came to Underbelly looking for a flexible identity system they could use everywhere—from pizza boxes to PowerPoints—that would reflect their playful personality while feeling polished and unified.

The Challenge

FatCats had expanded significantly since launching in Salt Lake City in 2001. But while their offerings had matured, their branding had stayed static—feeling busy, outdated, and disconnected across locations. Internally, they had a lean team juggling big ambitions and a growing footprint. They needed:

A refreshed identity that felt modern and expressive

Tools and templates their teams could actually use

A consistent guest experience across touchpoints

Creative capacity to match their momentum

They didn’t just want a vendor. They wanted a collaborative partner who could scale with them.

Our Approach

We kicked things off in April 2022 with a high-energy, two-day Discovery Workshop that set the tone for everything that followed. We aligned on goals, surfaced opportunities, and co-created a roadmap. Within weeks, we transitioned into an ongoing retainer—acting as a fractional creative team that scaled with their needs.

What we tackled together:

A bold, modern identity system with vibrant colors and fluid graphics

A custom illustration system anchored by a cast of expressive cats

Menus, signage, uniforms, business cards, and game cards

PowerPoint templates and printed collateral for investors and municipalities

Branded packaging including pizza boxes, to-go bags, and wax paper

Email templates, loyalty cards, and arcade redemption swag

A flexible website style guide for internal and external teams

A comprehensive style guide to empower internal teams and maintain consistency

We made sure every asset not only looked great but worked in real-world settings. If it didn’t make life easier for the FatCats team or spark a smile from a guest, it didn’t make the cut.

The Outcome

FatCats didn’t just get a new brand—they gained a cohesive, vibrant identity that helped deepen their connection with guests and energize their internal teams. Since the rebrand, they’ve continued expanding into new markets, while updating existing locations to meet growing demand with fresh consistency and joy.

As Matt Stevens, VP of Marketing, put it:

“Underbelly is different in the best of ways.”

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Underbelly is different in the best of ways. Not just another gun for hire. The Underbelly team feels like an extension of our own corporate staff because they took the time to get to know our Brand history and aspirations. In a few short months UB has brought the look and feel of our brand into the present, and reshaped the visual experience for our customers both online and in our centers.