Packaging Design for Tashas Fudge showing a selection of official branded retail products designed by Jo Petzer of Cosmic Creations.

Packaging Design for Tasha’s Fudge

If you’re South African and you don’t know the household name that is Tasha’s Fudge then you’ve been living under a rock. Let me tell you the story of the Packaging Design for Tasha’s Fudge.

Tasha is a Cordon Bleu chef who took the memories you spent of making fudge with your gran, and turned them into a lucrative business. Her recipe has been passed down through the generations from her own great grandmother who was a confectioner by trade.

Tasha’s range of fantastic fudge products includes traditional 2-piece 50g fudge packs sold in many local retail outlets in a familiar tabletop display box, the same 2-piece packs in a variety of fun flavours like Espresso, Peppermint Crisp, and Bar One, fudge bars (brand able), fudge popcorn, fudge bonbons, 100g scrummie boxes, vintage bars, the most delicious fudge sauces, millionaires shortbread, and a variety of different occasional fudgy gift boxes.

Tasha’s Fudge is distributed through many national retail outlets, at the various fairs she attends through the year, and via her own online shop. Her fudge is very popular with local businesses as they can purchase fudge bars with branded wrappers for events, client gifts, and promotions. One of her biggest differentiators is her branded fudge bar wrappers of which I have designed many for her clients.

Scope of work

I first started working with Tasha in 2012. She already had an established logo but not the relevant logo files for all her printed items. So that’s where we started. I recreated her existing logo in vector format and sent her the correct file formats to use through her brand.

At the same time Tasha wanted to refine her branding and introduce a fudge mascot to add interest and connect with her audience. The mascot was ‘Fudgella’, an anthropomorphic fudge jar which I drew for her with different facial expressions and actions. You can see Fudgella used on many of the Tasha’s fudge packaging designs.

From there she hired me to redesign all her packaging, starting with her shipping/display box – the one you see sitting at so many retail till points throughout the country. The shipper box is designed to hold the regular 2-piece 50g fudge packs.

Following the design of the shipper box was the 4-piece 100g scrummie box in the same signature style, featuring Fudgella standing on a pile of fudge on the front of the box.

Redesign of the packaging for rest of the Tasha’s Fudge followed including labels for her sauce, popcorn, the flavoured 2-set pieces, display tub, and various bar wrappers, traditionally branded and for occasional distribution like Easter and Christmas.

There have been too many designs to include in this post but I’m sharing the most common ones here.

Images above and below show mockups for: Tasha’s shipper box, Scrummie box, fudge bars, fudge sauce, salted caramel fudge sauce, and fudge popcorn.

Having worked with Tasha for some time now, I’ve supplied her with all the necessary files she needs for print reruns, so reprinting packaging as needed is just a matter of resending the files to her printer. There have been occasion when her address has changed and we’ve had to make new artwork, but because I have all the templates on hand, it’s always quick and seamless.

Because I have a good handle on the Tasha’s Fudge brand story and message, it’s easy for Tasha to order new or event-based packaging designs from me whenever needed. I have all the templates on hand and am very familiar with how her brand needs to look to keep it consistent and easily recognisable by her clients.

One of my favourite parts of working with this brand is how we’ve incorporated actual childhood photos of Tasha and her family in many of the packaging items: the popcorn label carries a photo of Tasha with her umbrella, the fudge sauce has Tasha on the label, the salted caramel displays a photo of her dad, the millionaires shortbread also includes a family photo with Tasha – all in black and white to remind buyers of the ‘good old days’ and that they’re buying fudge made from a traditional family recipe.

I’m proud to be Tasha’s official designer and to have helped her consistently build product packaging that has been a recognised, timeless, and integral part of South African culture for the past 13 years.

Treat yourself to some fudgelicious goodness straight from the Tasha’s Fudge online shop.

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