Aesop, the brand storytellers, has created quirky, audacious packaging for Bristows Oh Fudge! that brings to life the intriguing flavour variants.

The agency also came up with the brand name - ‘Oh Fudge!’; the strapline - ‘A match made in Devon’ plus witty back-of-pack stories for each flavour.

Caramel & Sea Salt; Chilli & Chocolate and Apple & Cinnamon are daring flavour combinations that demanded a bold and unexpected design approach. Orange fish swim against a turquoise backdrop; penguins appear incongruous against a pink landscape and apples shot-through with arrows adorn a sweet and spicy orange-scape.

Commenting on the design approach, Dan Calderwood, Design Director, Aesop Agency says: “The illustrations are a tongue-in-cheek representation of each flavour - unexpected and surprising, creating an ‘Oh Fudge!’ moment.”

The new fudge brand has already generated interest from niche and mainstream retailers including Hugh Fearnley-Whittingstall’s River Cottage deli.

Aesop have previously worked with Creditons - the Devon based confectioners - creating critically acclaimed packaging for Bristows Bonbons and Bristows fudge and toffee.