This vibrant fudge branding strategy would never go unnoticed on the shop shelf, for the graphics, the colors and the typography work together to create an in-your-face aesthetic splash.
Designed in-house at Aesop, Oh Fudge! packaging is much unlike the clean and muted design scheme that the consumer might expect from the company. Here is proof of the creative team's versatility. Three flavours of chocolate bars include Apple & Cinnamon, Caramel & Sea Salt and Chilli & Chocolate, and each one is decorated in a different but equally punchy way. Respectively, arrowed apples, schools of fish and clusters of penguins mark each little carton, rendered in bright orange, cherry red, neon green and turquoise. Curvy hand lettering is smooth and thick, serving up the friendly exclamation that's the name of the treat.