The story
of that 'Oh Fudge!' moment
‘Oh Fudge!’ moment


Bristows came to us with an exciting new product, tasty Devon-made fudge in a range of daring flavour combinations.


Caramel & Sea Salt, Chilli & Chocolate, Apple & Cinnamon… every flavour demanded a bold and unexpected design approach.

This new fudge was also in need of a name. So we came up with the cheeky Oh Fudge! and paired it with the tagline ‘a match made in Devon’ – copywriting to fit the quirky, audacious packaging we designed to bring the brand’s intriguing flavour variants to life.

Orange fish swim against a turquoise backdrop, penguins appear incongruously against a pink landscape and apples shot-through with arrows adorn a sweet and spicy orange-scape. The illustrations are a tongue-in-cheek representation of each flavour – unexpected and surprising, creating that ‘Oh Fudge!’ moment.

The new fudge brand has already generated interest from niche and mainstream retailers including Hugh Fearnley-Whittingstall’s River Cottage deli.

The MoralFantastical flavours need daring designs