Silas Amos | Fox’s | Giving and Icon some love

For over 100 years, Peppy the polar bear has been the icon for Fox’s Glacier Mints.

During that time, Fox’s became a true British classic, with memorable design and advertising reinvigorating the brand generation after generation.

We sought to embrace that proud tradition by putting Peppy back where he belongs, right at the heart of everything (without forgetting about a nod to the classic advertisings sneaky fox's tail ‘hidden’ in the illustration…).

Results

Redesign achieved 91% brand recognition.

Expanded penetration with launch of premium offer Glacier Moments, Chewy Mints.

Mint flavoured confectionery category in growth by 5.8%

Design Strategy:

Silas Amos

Design:

Derek and Eric

Implementation:

Identity Design:

Design development & guidelines:

Typography:

Alec Tear

Photography:

Product Photography:

Portrait Photography:

Packaging Photography:

Retouching:

Agency:

Comms Agency:

Copywriting:

Strapline:

Naming:

Manifesto:

Illustration:

Art:

Animation:

Training Films:

Production:

Project Directors:

Project Management:

Web Development:

Client:

Valeo Foods