Big Fudge
Operating within a resurgent vinyl market, U.S. vinyl sales reached approximately 47.9 million units in 2025, the 19th consecutive year of growth, collector behaviour has shifted beyond ownership toward preservation, care, and long-term value. That created headroom for a brand able to serve serious collectors with credibility across product, packaging, and commerce. Big Fudge was positioned to capture it by evolving into a vinyl-care brand designed to scale across digital, retail, and physical brand environments.
The transformation that moved the numbers.
DTC website revenue growth year-on-year
Total orders YoY, clarity, range, and purchase intent
Add-to-cart actions YoY, materially improved PDP performance
U.S. vinyl units, 2025, 19th consecutive year of growth
Sustained improvement in conversion efficiency enabled scale without reliance on discount-led growth.
Functional credibility, outdated everything else.
Big Fudge had established functional credibility in vinyl care, but the brand identity, packaging, and commerce touchpoints were outdated and misaligned with modern collectors. The visual system and storefront failed to communicate quality, craft, or cultural relevance.
As the range expanded, inconsistent execution across Amazon, DTC, packaging, and physical assets diluted premium perception and constrained conversion, retail readiness, and scalability. A full optimisation of brand, packaging, content, and commerce was required.
- Brand strategy, repositioning & identity system
- Brand book development & governance
- Amazon storefront, PDP & Premium A+ optimisation
- Shopify website redesign & UX optimisation
- NPD & portfolio-wide packaging design
- Content production, stills, video, CRM & social
- Social commerce, TikTok Shop & POS
- Events & physical brand assets
Treated as a core brand touchpoint.
Leather CarryNPD Concept
Premium KitNPD Concept
Record-Care KitNPD Packaging
Record Cleaning KitPackaging Optimization
Record Care SystemPackaging Optimization
Retail displayPOS
Record FriendPackaging OptimizationStorefronts rebuilt to the brand.
Amazon and DTC were rebuilt to the new system, clearer hierarchy, premium cues, and Premium A+ that educates and converts. The before and after is the shift collectors actually see.
Big Fudge's 4-in-1 Record Cleaning Kit is Amazon's No.1 in category, 20,699 reviews at 4.7 stars, with the brand trading across the US and rest of world.
The reverence of the record.
A moody, tactile visual language informed by mid-century modern spaces and vinyl culture, controlled lighting, deeper tones, and close-detail compositions that emphasise craft and preservation. Directed and produced end to end.
From product-led to culture-led.
The overhaul delivered a cohesive, culture-led brand system, transforming Big Fudge from a functional, product-led presence into a credible, premium brand built for long-term growth across commerce, packaging, and physical environments. The rebrand extended into POS, event walls, and print, and Big Fudge was showcased at the Record Planet event, engaging collectors in the real world.