Design consultancy: Kingdom & Sparrow
Advertiser: Buttermilk Confections

Executive Summary

CHANGING PERCEPTIONS OF CORNISH FUDGE

Buttermilk is a brand with a story to tell. A much beloved family-run, local Cornish brand who has been traditionally handmaking confectionery since the 1960s, they own one of Cornwall's oldest fudge shops in Padstow. But they wanted to set their sights high, taking their Cornish story further a field to become the nation's most beloved confectioner.

Buttermilk produced their own brand products, but they largely sold to the summer tourists in Cornwall. 80% of their sales came from making delicious handmade confectionery for other brands. Because of this they were losing margin on their product, losing their story and the chance to reach a wider market.

The struggle was not only positioning their Cornish brand in a wider UK market, it was challenging perceptions of the value of confectionery and addressing customer confusion. One of the main reasons for the rebrand was leveling out seasonality, therefore creating a year round business that could maintain a skilled team. To do this we needed to create a range that worked as a gift for every occasion as well as a snacking range.