Fudge Fatale ★ Stacey Moore Archives

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