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Fudge Fatale

  • Coffee and Fudge Fatale
  • Take Five with Fudge Fatale
  • Romance and Fudge Fatale
  • Original Velvet Box Prototype
  • Specs for Fudge Cutting Device
  • Specs for Fudge Cutting Device
  • Specs for Fudge Cutting Device
  • Specs for Custom Die-cut Fudge Pans

The Story

I contacted cinematographer, Alexander “Sandor” Black, when I was developing a film project. We never worked together on the film, but in an interesting turn, Sandor was starting a food company and became my client. His initial team included super-smart marketing consultant, Daniel Ulin, and chef Robin Hathaway, who had founded Comfort Cafe at Fred Segal.

The flagship product was handmade fudge, typically a commodity sold by the pound. I suggested cutting the confection into uniform sizes, focusing on pieces instead of weight, and using luxurious packaging to communicate its specialness.

We abandoned the name Alexander’s Famous Fudge and went with the more memorable and intriguing, Fudge Fatale. When creating the initial product shots, I had the pleasure of working with the very talented photographer, Pascal André, and food stylist, Norman Stewart, known for the iconic “got milk” campaign.

Photos on this page include the original product shots, original velvet box prototype and spec drawings of the mechanical device used to cut the fudge. The packaging I designed went on to win an award at the NASFT Fancy Food Show.

Year:1999
Client:Alexander’s Famous Foods
Role:Strategist, Creative Director

Things I did

  • Logo design
  • Product production strategy
  • Packaging design and production
  • Photo art direction
  • Designed fudge cutting device

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