This flagship development was the first in a portfolio of hospitality ventures designed to create an entertainment and leisure inner city venue for Christchurch. Fat Eddies brought a heavily characterised concept bar to the targeted audience - a mature environment for live music and entertainment.

A mythical character was created - Fat Eddie - a patron of questionable background with a plethora of famous friends and associates involved in crime, sports, politics, music and the movie industry. All facets of the articulation of the brand, which was designed to position the 'character' of the venue, were aligned to the personality of Fat Eddie and his cohorts. Texture, colour and typographic application was key in the creative solution. Significant investment was made in the design and production of complex signage - an aged neon sign is the core communication device of the brand, in the eye of consumers.

Presence: Regional
Target: Mass market
Client: Property Ventures Limited

Creative Director: Andrew Gilmore
Art Director: Andrew Gilmore
Account Direction: Tim Thomas