What The Fudge

Objective: 

What The Fudge is a chocolate brand concept that transforms every day "WTF" moments into something sweet and enjoyable. By cleverly reimagining the familiar phrase "WTF" as "WTFudge," this brand aims to bring humor and a touch of indulgence to those unexpected or frustrating moments in life. Slogans like "For every WTF moment, there's a WTFudge" emphasize the idea of turning life's little frustrations into something sweet and satisfying. This playful approach resonates with consumers looking for a brand that doesn't take itself too seriously but still delivers on quality and taste.

Design: 

The central visual element of the WTFudge brand is the representation of broken chocolate pieces. Each piece has jagged edges, symbolizing the idea that every moment—and every piece of chocolate—is unique. This concept is carried through in the custom typography and packaging design, where the shape and texture of the chocolate are echoed in the visuals and structure