Fox’s Double Dough…


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.


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.