Duzi Studio shows how to rebrand luxury chocolate without snobbery

Audrey’s chocolates have been handcrafted in Sussex since 1948, building a devoted following through decades of artisanal tradition. Under new ownership, the heritage chocolate brand enlisted London-based Duzi Studio to create a fresh identity that honours its rich past while positioning fondant creams – those quietly fading treasures – as the centrepiece of a contemporary chocolate experience. Rather than treating fondant creams as an afterthought, Duzi’s approach celebrates them as unforgettable, flavourful treats worthy of rediscovery. The rebrand aims to shift perceptions through imaginative design and storytelling, inviting chocolate lovers to savour every moment while reinforcing Audrey’s leadership in quality and tradition. The core concept balances heritage with accessibility, moving away from the overly precious luxury chocolate codes toward an inviting experience that encourages sharing. “The core concept behind the Audrey’s rebrand is a thoughtful evolution that honours the brand’s rich heritage, longstanding tradition of craftsmanship and premium quality while inviting a new generation to share in the joy of truly handcrafted British chocolate,” explains Charlotte Carnegie-Brown, Founder & Director at Duzi.