Smith &+ Village rebuilds luxury fudge retailer brand from the ground up

British confectionary brand Fudge Kitchen’s makeover by the London-based agency was driven by the need to highlight the expressive and performative side of the business. The project involved the creation of a new colour palette, the implementation of a new tone of voice, and a packaging overhaul.

Following an analysis of the brand, the two parties came to an understanding that uniting the divergent sides of the business was the key to unlocking the brand’s potential. The wholesale and e-commerce’s premium gifting positioning was deemed detached from the personality of the brand’s retail stores.

Richard Village, Smith &+ Village strategy director, says, “We needed to find something that unites the retail side with wholesale and e-commerce that could then be very positive and directional in the future. We looked at the experience in their shops, which is very performative. Fudge is made in front of you – it’s all boiling away and being rolled out, and you’re being tempted by people with free samples. This ‘theatre of handmade fudge’ is the element which gives Fudge Kitchen a uniqueness and we drew on this to help them own the category.”

A packaging overhaul makes use of FSC-certified boxboard meaning there’s no longer any use of spot-UV finishes or coatings which would otherwise limit the recyclability of Fudge Kitchen’s product packaging. Furthering the brand’s green drive, internationally grown cane sugar is now being phased out in favour of UK-grown beet sugar.

Aiming to create a coherent and compelling brand universe, Smith &+ Village created a new tone of voice and product naming strategy. Statements now used on the fudge packs and in-store communications, like “Get the fudge out of here” and “Thank fudge it’s Christmas,” express the individuality and fun of the brand.

A new tagline, ‘The handmade theatre of fudge’, sits alongside a swirling line on the packaging, attempting to evoking thoughts of the fudge being made in-store. Now using sustainable materials, there are less finishes available. A decision was therefore made to make use of bolder colours for a more theatrical feel.   

Smith &+ Village’s creative director, Debrah Smith, says, “The design was very much trying to capture the pouring of fudge and swirling and stirring, sprinkling ingredients and decorating with textures. It needed to have that kind of fluidity. We built in this curvy line that goes all the way round the pack and patterns that could be salt crystals or little flavour pops.”