Thomas J Fudge's

10 20 13 ThomasJFudge 1

Fudges asked Big Fish to rebrand their business at the end of 2012. A Dorset-based family bakery for almost 100 years, their biscuits and nibbles had a loyal following. However, the market had grown hugely since they started out, and there was an awful lot of competition from supermarket own brands. The family Fudge – 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 Fudges were makers of fudge, rather than bakers of biscuits.

We re-positioned them to their rightful place as the finest biscuits available on the shelf. We changed their name from Fudges to Thomas J Fudge’s Remarkable Bakery. Not only did this prevent people from thinking they made fudge, but it was a more true and honest reflection of their enviable heritage and obsession with quality.

 

 

Designed by Big Fish Design Limited, London, United Kingdom

10 20 13 ThomasJFudge 210 20 13 ThomasJFudge 310 20 13 ThomasJFudge 410 20 13 ThomasJFudge 510 20 13 ThomasJFudge 6