Fat Bottom Brewing | Branding, Interactive, & Packaging Design Case Study – Proof

Fat Bottom Brewing

Branding and design for Nashville's finest brewery. Bottoms up!


Fat Bottom Brewing makes beers that are bigger and sexier than what you’re used to, built with a wide variety of styles from around the world and proudly brewed in Nashville. We partnered together during a pivotal time in the brewery’s growth, working to redefine the Fat Bottom brand and image and translating that to a comprehensive branding partnership that involved product naming/design, packaging, web, and promotional materials.

2017 Local & Regional ADDY Awards:

  • 2017 Gold ADDY: Packaging Campaign “FB Brewing – Flagship”
  • 2017 Gold ADDY: Packaging Campaign “FB Brewing – Seasonal”
  • 2017 Silver ADDY: Packaging “FB Brewing – Icebreaker”
  • 2017 Silver ADDY: Packaging “FB Brewing – Ruby”
  • 2017 (Regional) Silver ADDY: Packaging Campaign “FB Brewing – Flagship”
  • 2017 (Regional) Silver ADDY: Packaging Campaign “FB Brewing – Flagship”


Fat Bottom opened the doors of their new brewery in February of 2017, and did so with a refined and renewed brand. Together, we designed packaging and promotional materials for Fat Bottom’s four flagship beers and continued that work into naming and designing packaging for the brewery’s four seasonal brews. To top things off, we partnered on the naming and design of Fat Bottom’s high-gravity line of beers, The Tempest. With new products and packaging rolling out over the course of 2017, Fat Bottom’s new website is a confident reflection of their renewed focus and future growth, and new promotional materials extend the brand as it looks to expand locally, regionally, and nationally.

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Baroness - Fat Bottom


Our efforts partnering with Fat Bottom were grounded in being intentional with every decision, and to champion the unique profile of each beer. The first step was getting to the core of what makes Fat Bottom truly unique: bolder, sexier beers developed in a variety of styles and using ingredients that make the taste of each brew distinct. Our rebrand of packaging for the Fat Bottom flagship beers continued the focus on a prominent female figure in a vintage scene reflective of the beer’s namesake. Our work on the seasonal line of brews, both in naming and design, continued the flirty, fun focus with designs that reflect each season in a fun and nostalgic way. Finally, The Tempest. Ah, the Tempest. This high-gravity line of sour and barrel-aged brews is intentionally a step in a very experimental and independent direction, with names and a style that reflects the unorthodox female game-changers after which they are named. Did we mention every beer tastes really, really good?


The Fat Bottom website is a reflection of the brewery’s bold approach. Our focus was to successfully profile each beer and create a platform for Fat Bottom’s new brewery space, which also includes The Hop Yard, a full-service restaurant and taproom, and The Reserve, a 3,000 square foot private event space. The new website establishes a strong platform for the brewery both now and for years to come.


Our work didn’t end with the beers themselves. Together, we worked to design promotional materials for each beers, tap-handles, and apparel. Through every touchpoint of the Fat Bottom brand, we worked intentionally to build consistency across the board. As new products launch this year and beyond, Fat Bottom is well-equipped to meet and exceed growth expectations locally and nation-wide.

Fat Bottom Wallflower

Working with Matt and the Proof Branding team has been an incredible experience. They are professional with a personal touch, and their design work speaks for itself. Communication was easy, and the work was always done on time. I highly recommend them for any branding or design work needs you have.”

Zach Easterwood, Sales & Brand Development

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