Foxe and Fable

The underwear market is not complete. Women have a full range of underwear options, from basics to lingerie to fetish wear. But the same is not true for men. Foxe & Fable are here to make a change with luxury underwear, designed for men and to be desired.

Strategy

The idea that we all have a duality of personality defines the brand – our public self is for work, socialising and the every day, while our private self is for the home: uninhibited and authentic. Foxe & Fable is the luxury underwear experience that awakens something within and invites us to explore our other side.

Logo

The logo is a sophisticated expression of the brand idea. A minimalist wordmarque with a reversed, black letter-esque ampersand. It alludes to the duality of personality that drives the brand strategy.

Typography

Typography has a modern yet unexpected aesthetic, which perfectly expresses the seductive nature of the brand. The supported typography utilises a clean sans serif, used in two weights, combined with a highly legible and sophisticated serif. The combination of fonts create tension between elements, further playing into the brand idea.

Photography & colour

Brand photography consists of two image styles. Model photography represents our liberated and artistic traits, whilst scenario photography showcases the hedonistic and indulgent side of the brand. Carefully art directed to create a tension and duality in brand imagery to reflect the brand idea.

A sophisticated, monochromatic colour palette creates contrast and allows photography to be the hero.

Tone of voice

The brand aims to nudge the everyman out of his comfort zone. To allow introverts to express, and let the extroverts do what they do best. This is reflected in the use of provocative yet suggestive copy lines.

Foxe & Fable make luxury underwear using the finest materials and production techniques. Packaging needed to be an extension of the product, whilst being minimal and sustainable.

Packaging

A blind debossed logo and thermal printed strapline keeps things luxurious yet simple. Long-form, abstract musings that paint pictures of moments from the other side, were printed onto tissue paper. The tension between light and dark is a theme that runs throughout the packaging.