What the Fluff?

In Massachusetts and through most of New England, Fluff, a spreadable, sticky marshmallow cream, is something of an icon. It finds its way into desserts, but also into kids' sandwiches in the form of a Fluffernutter (Fluff and peanut butter on sandwich bread.) To honor its invention and significance to the people of Boston (and all of New England) Somerville, Massachusetts holds a madcap street festival in Union Square, the birthplace of Fluff. The festival includes a Fluff cooking competition, vendors selling Fluff treats, Fluff games including the Fluff joust and Fluff Hair-do contest.

For their tenth year, they reached out to us to create a new website for the annual event that draws thousands each year. We had just a few weeks to develop a wireframe, look and design. We decided on a slightly retro look with light, bright, poppy, "Fluff-tastic" colors that mimic the historic look of the brand and a design that gets important information to the sugar-fueled masses quickly and directly.