Fox & Fennel is an artisan tea brand that specializes in locally-sourced, certified organic teas that are slated to be sold in tea bags, but may expand to premixed iced teas. The goal was to create a brand that showed the company's whimsy and playfulness, while still keeping it earthy and natural looking. They wanted a brand that would be eye-catching on store shelves, easy to expand with new products, and versatile for various mediums.
We were satisfied with the direction of the logomark — the fox as the ampersand — from the first brainstorming session, so from there it was all about refining and elevating with other brand elements. When paired with a high-contracst, whimsical serif font, the mark took on a new life and influenced the rest of the style decisions for the brand. A versatile suite of final logos was delivered, along with comprehensive brand guidelines. A custom-illustrated, repeating pattern of silhouetted herbs, flowers, and tea elements was also created to bring a touch to nature.
All of this, paired with the warm, rich color palette of earthy and juicy tones, created a compelling brand we were excited to see be translated to consumer packaging.
The packaging designed is clean, with a heavy focus on the flavor or blend of tea. Their customer base is mainly women, ages 25-45, and this younger audience influenced the direction of the consumer-facing design. We pulled inspiration from other successful, artisan and high-end brands, but made it more playful for their mid-tier price range. And the design was kept minimal and clean, to highlight the locally-sourced, organic ingredients that act as the foundation for all of Fox & Fennel's brands.
