Fox & Fennel is an artisan tea brand specializing in locally sourced, certified-organic blends initially offered in tea bags, with plans to expand into premixed iced teas. The brand needed an identity that balanced whimsy and playfulness with an earthy, grounded aesthetic—something eye-catching on shelves, adaptable across future product lines, and versatile enough for both digital and physical applications.
From our earliest brainstorming session, the idea of transforming a fox into the ampersand in the logo emerged as a clear frontrunner. The challenge then became refining the concept into a polished mark and building a cohesive visual language around it. Paired with a high-contrast, whimsical serif typeface, the fox ampersand immediately shaped the tone of the brand and informed subsequent style decisions. The final deliverables included a versatile logo suite supported by comprehensive brand guidelines, along with a custom illustrated pattern of silhouetted herbs, florals, and tea elements to reinforce the natural, handcrafted character of the brand.
Together with a warm and rich color palette—rooted in earthy neutrals and juicy, botanical tones—the system came together as a distinctive and compelling identity ready to extend seamlessly into packaging.
The packaging design prioritizes clarity and flavor recognition, reflecting the preferences of Fox & Fennel’s core audience: women ages 25–45, who gravitate toward modern, approachable, and aesthetically conscious brands. Drawing inspiration from successful artisan and high-end tea companies, we adapted the style to feel playful yet sophisticated, appropriate for their mid-tier price point. The clean, minimal layout allows the locally sourced, organic ingredients to shine, reinforcing the brand’s authenticity and commitment to quality across every touchpoint.
