Brief

For over 160 years Fox’s have been a key feature in the biscuit category. With a rich heritage and portfolio of some of the nation’s best known biscuits, they are rightly regarded as a well-loved family favourite.

We were tasked with creating a new identity for Fox’s ‘Cookies’, one that delivers category disruption and enhanced standout on shelf whilst providing a flexible platform for ongoing NPD through a consistent, future-proof brand architecture.

Solution

The brand needed to realign and reconnect with the category and it’s core consumer. So we redefined who and what the brand represents, modernising and evoking indulgence – dialling up quality cues via dynamic, high quality photography that champions great ingredients and injects fun and playfulness via bold imagery and a unique tone of voice.