Elevating a niche Amazon accessory brand
into a trusted, multi-channel category leader
Repositioning an Amazon-first accessory brand into a credible, culture-led CPG business spanning digital, retail, and physical brand experiences.
BIG FUDGE VINYL
CASE STUDY
Operating within a resurgent vinyl market, U.S. vinyl sales reached approximately 47.9 million units in 2025, marking the 19th consecutive year of growth. As vinyl continues to dominate physical music formats, collector behaviour has shifted beyond ownership toward preservation, care, and long-term value.
This shift has created meaningful headroom for brands able to serve serious collectors with credibility and consistency across product, packaging, and commerce. Big Fudge was positioned to capture this opportunity by evolving into a vinyl care brand designed to scale across digital, retail, and physical brand environments.
The transformation established the foundations that directly enabled subsequent gains in conversion efficiency, order volume, and revenue growth.
OBJECTIVE
To establish Big Fudge as a premium, culture-led vinyl care brand built on preservation, quality, and trust, supported by a unified system capable of scaling across new product development, packaging, e-commerce, retail, and physical brand experiences.
SCOPE OF WORK
Brand strategy, repositioning, and identity system
Brand book development and governance
Amazon storefront, PDP, and Premium A+ optimisation
Shopify website redesign and UX optimisation
New product development and portfolio-wide packaging design
Content production across stills, video, CRM, and social
Social commerce, POS, events, and physical brand assets
IMPACT SNAPSHOT
+134% increase in total orders year-on-year, driven by improved product clarity, expanded range, and stronger purchase intent
+107% growth in add-to-cart actions YoY, reflecting materially improved PDP performance and conversion readiness
Sustained improvement in conversion efficiency, enabling scale without reliance on discount-led growth
+118% year-on-year revenue growth, following brand, portfolio, and commerce transformation
THE CHALLENGE
Big Fudge had established functional credibility within the vinyl care category, but the brand identity, packaging, and commerce touchpoints were outdated and misaligned with the expectations of modern collectors.
The existing visual system and storefront experience (referenced in accompanying image) failed to communicate quality, craft, or cultural relevance. As the range expanded, inconsistent execution across Amazon, DTC, packaging, and physical brand assets diluted premium perception and constrained conversion performance, retail readiness, and scalability.
A full optimization of brand, packaging, content, and commerce systems was required to support long-term category growth.
STRATEGIC OPPORTUNITY
Vinyl collectors invest in preservation as much as playback. Credibility in this category is earned through detail, consistency, and signals of long-term care rather than short-term performance.
This created an opportunity to reposition Big Fudge beyond functional accessories into a brand that earns trust through every interaction — from product design and packaging to content, commerce, and physical presence. By aligning the full ecosystem around collector expectations, Big Fudge could occupy a more differentiated, premium position built for longevity, repeat purchase, and portfolio expansion.
BRAND REPOSITIONING & IDENTITY
The brand was repositioned to emphasise preservation, longevity, and credibility.
This included a complete redesign of the Big Fudge logo and visual identity, supported by the development of a comprehensive brand book to guide tone of voice, typography, color systems, layout principles, and application across all channels.
The resulting identity balances precision with approachability, ensuring the brand feels premium and confident without becoming clinical. This system now underpins all future brand expression, product development, and commercial execution.
A modular content and visual system was developed to support Big Fudge’s full commerce ecosystem across Amazon, DTC, and retail touchpoints.
I led all photography, video production, and styling end to end, shaping a moody, tactile visual language informed by mid-century modern spaces and vinyl culture–led wardrobe. Controlled lighting, deeper tones, and close-detail compositions emphasised material quality, craftsmanship, and preservation.
Assets were designed to scale across commerce, packaging, and marketing channels while maintaining consistency, clarity, and brand credibility.
Key outputs included:
PDP and Premium A+ optimised product photography
Lifestyle imagery for Amazon, DTC, retail, and campaigns
Performance-led video assets for paid social and TikTok Shop
Modular visuals reused across storefronts, CRM, ads, and physical brand applications.
CONTENT PRODUCTION & VISUAL SYSTEMS
Director & Producer across all shoots
PACKAGING DESIGN
Packaging was treated as a core brand touchpoint.
This included NPD conceptual design, new product packaging development, and portfolio-wide packaging optimisation. All SKUs were redesigned within the new brand system, with updates applied consistently across physical packaging, Amazon PDPs, and Premium A+ content to ensure clarity, durability, and premium cues across both digital and in-hand experiences.
AMAZON & DTC TRANSFORMATION
Amazon and DTC were treated as primary brand touchpoints rather than distribution channels.
Big Fudge’s Amazon storefront, PDPs, and Premium A+ content were fully rebuilt to align with the new brand system, improving clarity, hierarchy, and consistency across the portfolio. Messaging and visual structure were simplified to support discovery, differentiation, and premium perception.
In parallel, the Shopify website was redesigned to deliver a more confident, brand-led commerce experience — creating a cohesive journey across marketplace and owned channels.
CRM, SOCIAL & TIKTOK SHOP
Ongoing CRM and social execution were aligned to the new brand system, ensuring consistency across retention, community, and performance channels.
Monthly CRM campaigns focused on product education, portfolio visibility, and brand credibility, while organic social content reinforced the brand’s cultural positioning and visual language. TikTok Shop was launched as a social commerce channel, extending discovery and conversion through short-form, performance-led video content.
Together, these channels supported sustained brand presence beyond the point of purchase.
PHYSICAL BRAND & EVENTS
The rebrand extended into physical environments through POS assets, event banner walls, branded swag, and print advertorials.
Big Fudge was showcased at the Record Planet event, reinforcing credibility within vinyl culture and allowing direct engagement with collectors in a real-world setting.
OUTCOME
The Big Fudge brand overhaul delivered a cohesive, culture-led brand system, transforming the business from a functional, product-led presence into a credible, premium brand built for long-term growth across commerce, packaging, and physical environments.
Testimonials