DandyFox | Brand identity

DandyFox approached me to create a distinctive brand identity for their new business selling high quality, rare and unique antiques and lifestyle objects, predominantly aimed at the modern gent.

The term ‘antiques’ was feeling somewhat inaccessible to their target market of young professionals, so the aim of the brief was to create a brand that takes a more modern approach. They wanted something that felt accessible and quirky, striking a balance between affordability and luxury.

 The company director James Clare was keen on the idea of the brand being visually represented by a fox in an etched style, for an old fashioned feel with a modern edge. He loved the idea of the fox holding a pineapple too! This creates a little mystique, but it’s also an object deeply rooted in art history as a symbol of rarity, history, status and luxury - all cornerstones of the brand that he wanted to develop. 

 I hand drew the etched style illustration and combined it with a modern typeface representative of 18th century letterforms, for a historic tone with a friendly feel. The delicate hairlines and use of the diacritic mark below the ‘O’ add to the unique personality.