Brief one: Fudge Kitchen.

The Brief Rebrand the ‘Fudge Kitchen’ fudge making company.

Kirsty Alderson Fudge Kitchen OUGD303 Design Practice Brief One

Concept The concept comes from the idea that some of the current packaging isn’t of that high a quality so as well as creating new packaging, the whole brand experience could be refreshed to make it more visually exciting and explore a range of outcomes both digital and print based.

Logo, pattern and colour The style of the logo reflects fudge in the way in which it flows as well as the colour choice. The idea of the circle behind this was inspired by the pattern design and tying these two elements together. It compliments the logo with this being rounded. The pattern was inspired by the fact they stir the fudge in the circle motion when they are making it and also the mixing bowl being large and round. The colour choice is unique to this food product so will stand out in a busy market.

Target Audience Tourists

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Chocolate and Orange

Chocolate and Orange

Sugar, Water, Cocoa powder, dark chocolate (Cocoa mass 68.5%; Sugar; Fat-reduced cocoa powder; Emulsifier: soya lecithin; Natural vanilla flavouring) (8%), Glucose syrup, Invert sugar, Whipping cream, Natural Ginger Flavouring, Stabiliser: xanthan gum

Fudge Sauce

Kirsty Alderson Fudge Kitchen OUGD303 Design Practice Brief One

Specifications Gift boxes, packaging, drinking fudge pouches: 245gsm matt stock Fudge Kitchen label: 80gsm brown matt stock Paper bags: 200gsm matt stock

Gift There are two different size gift packaging depending on how much fudge is purchased at a time.

The fudge would be packaged in a cellophane bag and then wrapped in the brown foiled paper sealed with a fudge kitchen logo sticker. This would be for all consumers and not just those buying it as a gift to attract the tourist market.

Fudge sauce and drinking fudge The drinking fudge would be contained within the seperate envelopes for each flavour and then placed within the box. The fudge sauce would come in single jar packaging and the logo on the actual jar sticker would be foiled to match the packaging.

Pattern The pattern would be applied inside all of the packaging elements to tie in with the logo design.

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Kirsty Alderson Fudge Kitchen OUGD303 Design Practice Brief One

Detail All of the significant outer packaging elements would have the ribbon and the foiling applied in order to add a high quality finish to the products. The foil being a copper colour ties in with the fact they use a copper pot to mix the fudge too.

Drinking fudge pouches The drinking fudge pouches would have a sticker holding the product inside them and the ingredients would be located on the back as well as instructions on how to use the product.

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devishly different

devishly

Kirsty Alderson Fudge Kitchen OUGD303 Design Practice Brief One

different

Uniform The uniform is inspired by their current uniform which is quite traditional as the methods of making the fudge are also traditional. The colours utilised match that of the branding but a lighter brown has been utilised that is easier on the eye. As well as what is seen above, black trousers would be worn.

Shop The shop front would also utilise the branding colour because this means it is likely to stand out from other shops around it. Although the design looks simplistic, in context it would be more visually interesting with the products being seen through the window. The current caption has also been utilised on both the sign and the shop front.

Website The website is a further element that ties to all the branding and all the products available in store would also be available to buy online. Realistically the actual product would be photographed from the home page of the website but for the purpose of the mock up, the packaging has been utilised.

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Kirsty Alderson Fudge Kitchen OUGD303 Design Practice Brief One

Context Due to the product appealing to a tourist target market, the brand wouldn’t be advertised so much as it’s a case of the consumer finding them. The products would be available online and in store as well as the company going out and to food festivals and shows in order to create more business. The product in store would be show cased in a glass cabinet in order to tempt consumers to purchase it and demonstrations on how to make the product would also happen in store to draw an audience in.

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