Thomas Fudge’s
A Dorset-based family bakery for almost 100 years, their biscuits and nibbles had a loyal following. However, the market had expanded hugely since they started out, and there was now a great deal of competition from supermarket own brands.
The Fudge family – Sue, Steve and Graham – felt their boxes were no longer standing out on shelf. They were also concerned that consumers found the name ‘Fudges’ confusing – assuming they were makers of fudge, rather than bakers of biscuits!
We re-positioned them to their rightful place as the finest biscuits available. We expanded their name from Fudges to Thomas J Fudge’s Remarkable Bakery. Not only did this prevent the confectionery confusion, but it was a more true and honest reflection of their enviable heritage and obsession with quality.
Five years later after the first rebrand they asked us to refresh their identity and simplify it to compete with some of the larger players in the category. We decided to focus on ‘the art of indulgence’ and created simpler, bolder, brighter packs and also put their remarkable baking back in the spotlight.
The Fudge family – Sue, Steve and Graham – felt their boxes were no longer standing out on shelf. They were also concerned that consumers found the name ‘Fudges’ confusing – assuming they were makers of fudge, rather than bakers of biscuits!
We re-positioned them to their rightful place as the finest biscuits available. We expanded their name from Fudges to Thomas J Fudge’s Remarkable Bakery. Not only did this prevent the confectionery confusion, but it was a more true and honest reflection of their enviable heritage and obsession with quality.
Five years later after the first rebrand they asked us to refresh their identity and simplify it to compete with some of the larger players in the category. We decided to focus on ‘the art of indulgence’ and created simpler, bolder, brighter packs and also put their remarkable baking back in the spotlight.
before big fish®
before big fish®
after big fish®
after big fish®
