"What the Fudge" is a playful and unconventional ice cream brand that turns the weirdest flavour combinations into surprisingly delicious treats. From chili & mango to blueberry & ranch, the brand embraces the unexpected with confidence and charm. The objective for this project was to create packaging that feels bold, fun, and irresistibly appetizing—even when the flavours sound a little disgusting. The design uses punchy colours, bold typography, and edible visuals to spark curiosity and invite adventurous foodies to take a chance on something new. “What the Fudge” proves that weird can be wonderful—and tasty too.