Nowadays, most people think of fats as bad, things to be minimised and avoided. But two friends, Ben and Tom, didn’t see it that way. They were both on the Keto diet, a high-fat, low-carbohydrate regime that helped them lose weight. Struck by the apparent paradox of eating fat to lose fat, they started to realise that the problem wasn’t fat itself but the dangers of poor-quality fats versus healthy fats. More specifically, when searching for quality fats and oils, they found them difficult to find. That led them to launch Good Phats, a company producing fine artisan cooking oils. For the brand identity and packaging system, they turned to Office of Overview, an agency specialising in culturally led branding, which was founded three years ago by James Sedgwick Taylor.
