Brand refresh

strategy and creative direction

shopify design

print design

shop cards, stickers, tissue paper, shipping tape

Project Goal

Our goal for revamping the Lone Fox site was to bring a more modern, editorial feel. The previous design leaned towards soft, easy, with a hint of whimsy. As Drew’s style and collaborations grew, we wanted a site that felt established. We did pay homage to his YouTube base by incorporating video across the site.

Solution

We edited the lone fox color palette to be richer and more refined. Steering away from softer summer shades, we leaned into deep wine hues, charcoal, mauve, and mossy green. To bring a sense of hand and DIY, we incorporated kraft paper textures throughout the site.

For typography, there was a much-needed shift to less standard fonts that would speak to luxury as well as his sense of craftsmanship and artisan-made products. In lieu of a book-style serif, we selected a high contrast, editorial version with feminine curves. Accent fonts are in a bold, rugged font that mimics a stamp. Its letterforms are imperfect and speak to the idea of making things by hand and loving the imperfections.