Small Business
Name: Siren Song: Mermaid Cabaret
Size: Small
Character: Fat Amy (from Pitch Perfect)
Character Archetype: The Jester / The Performer
Business Concept:
A small, local entertainment company that hosts live “mermaid cabaret” shows featuring dancers and singers performing in giant aquarium tanks. The shows are playful, musical, and over-the-top—just like Fat Amy herself.
Product/Service: Live performances and event experiences with a humorous, musical twist.
Audience: Tourists, bachelorette parties, and anyone looking for unique nightlife entertainment.
Brand Archetype: The Entertainer / The Creator
Identity Opportunities & Touchpoints:
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Posters and performance flyers
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Ticket design and event branding
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Merchandise (T-shirts, seashell cups, holographic stickers)
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Digital marketing/social media branding
Story:
After discovering a love for blending music and spectacle, Fat Amy founded Sirens & Splash. A theatrical mermaid show where comedy meets cabaret. Each show features “singing sirens” performing under the sea, celebrating self-confidence and fun in true Fat Amy fashion.
Medium Business
Name: Fat Bottle Girls Mixed Drinks
Size: Medium
Character: Fat Amy
Character Archetype: The Jester / The Everywoman
Business Concept:
A ready-to-drink cocktail brand that captures Fat Amy’s unapologetic confidence and humor. The drinks are bold, sweet, and easy to enjoy—perfect for parties and beach days.
Product/Service: Pre-mixed canned cocktails (margaritas, mojitos, cosmopolitans).
Audience: Young adults who want high-quality, flavorful drinks without the hassle of mixing.
Brand Archetype: The Jester
Identity Opportunities & Touchpoints:
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Can and packaging design (fun typography, bright colors, cheeky slogans)
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Website and mobile app for product drops and merch
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Point-of-sale displays for bars and liquor stores
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Limited-edition seasonal packaging
Story:
Inspired by her larger-than-life personality, Fat Amy launched Fat Bottle Girls to make every gathering more fun. With bold flavors and even bolder branding, her canned cocktails bring the party wherever you go.
Large Business
Name: PHAT (Fashion Has All Types)
Size: Large
Character: Fat Amy
Character Archetype: The Rebel
Business Concept:
A size-inclusive clothing brand that celebrates every body type with trendy, bold, and confident fashion. PHAT mixes the aesthetic of Garage and Aerie, with clothes designed to fit and flatter all figures.
Product/Service: Women’s apparel, activewear, and casual streetwear.
Audience: Teens and young adults seeking stylish, inclusive fashion that empowers confidence.
Brand Archetype: The Rebel / The Everywoman
Identity Opportunities & Touchpoints:
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Apparel design and hangtags
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Packaging and in-store branding
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Website and mobile shopping app
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Social media campaigns promoting body positivity
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Influencer collaborations and billboard ads
Story:
After years of owning her confidence and embracing her curves, Fat Amy decided to redefine beauty standards in fashion. PHAT is a celebration of style without limits. Where everyone, no matter their size, can look and feel fabulous.
