It is 35 years since the first Fudge Kitchen opened its doors, introducing an American concept of fresh whipping cream fudge, made to an authentic 1830s recipe. Introducing the pioneering concept of 'retail theatre', the shops still hand make fudge in full view of the customer, using traditional techniques involving copper cauldrons of bubbling fudge, poured onto marble and 'loafed and slabbed' using huge spatulas to turn the cooling fudge and achieve that FK famed creaminess.

It was risky. High-end, gift chocolate had a place in consumer comprehension, but fudge? Fudge made by true artisans, using only the finest ingredients? Fudge that didn't come in a box with a kitten on the front? Fudge that was soft, fresh and smooth …?

The first major refit of Fudge Kitchen shops in 2007 was all about educating the consumer to this potential and reflecting that premium positioning, drawing on the design language of the luxury chocolate sector. After 35 years of educating the market, in total, Fudge Kitchen's new rebrand is about communicating the collective, big personality and values of the company.

“We have successfully repositioned and educated people that fudge, done properly, with natural, and good quality ingredients can be something rather special and spectacular,” says MD Sian Holt. “Fudge Kitchen has grown-up and now is the time to let our own, very unique personality and strong brand shine through in its own right. Quirky straplines and design features reflect the group personality of the fudge family, and lighter-brighter colours let the hero of the piece, our fudge, stand out on a fresh, contemporary stage all of its own.“

Design concept-ionery …

Fudge Kitchen is variously famed: for exceptional, multiple award-winning confectionery, for trailblazing NPD innovation, for exquisite packaging, for sure. But equally for the fabulously maverick staff, replete with moonlighting musicians, stand-up comedians, artists, even bell ringers; with crazy millinery, upbeat banter and hugely theatrical skills to boot.

Poor Jamie McFarlane, from Let's Talk Agency, was tasked with communicating the whole disparate shebang. And, as he explains, he has done just that:

"As the branding agency for Fudge Kitchen, we've helped the brand update its image to bring out its personality more consistently. Previously, each of the stores had different interior designs that only followed a loose branding theme. Our designs make the branding consistent across all stores, while letting each shop retain its individual flavour.”

"We chose each store's colours according to the new brand colour palette, and implemented common features that would be present in each store. Every shop now has a large cocoa powder explosion graphic on its walls, expressing the energy, passion and fun of the brand, and highlighting the big copper pot where the fudge is made – the focal point of the stores” Jamie McFarlane, Director, Lets Talk Agency

The result is bright, light, and artisanal functional; with clear, colour-coded signage, flavour and allergen information and a layout designed for both efficiency and as a stage for the fabulously theatrical process that is traditional fudge making, which customers specifically visit to watch. Yet, with the quirky details that differentiate the brand – from the rubber duck and chainsaw listed on the Fudge Tooling board, to sage advice accompanying the Fudge Flavours: ”Remember, more is more and less is lazy” and “Don't Tap on the Glass, it Scares the Fudge”.