Fig & Fox
Brand identity / Illustration
New Forest themed collection
Fig & Fox are a UK based ethical gift shop situated in the small market town of Romsey.
The founders, James and Helen collaborate with local designers and independent companies that share their passion for creativity, sustainability and thoughtful gifting.
They have curated an exciting collection of design-led products that can be bought online or in store.
My brief was to create an established looking identity with its own distinct, eclectic style and timeless charm.
James and Helen were keen to have an inviting and gender neutral aesthetic with a simplistic colour palette giving reference to twilight spring blooms. As Fig & Fox HQ is just a stones throw away from the New Forest it was important to begin with a New Forest theme to keep the first collection of illustrations local and authentic paying homage to the beautiful natural wonders that surround the Fig & Fox shop.
The brief also asked for the illustration to be flexible for a number of different uses.
I chose to create a serif logo which looks clean cut and orderly, allowing for decorative illustrations to compliment it.
I wanted to create the visuals using the framework of x5 key cut-out shapes. These shapes would be leaf and floral themed and would offer a place to position the wildlife and landscape assets within.
We opted to include a muntjac, greater spotted woodpecker, a cardinal beetle, fox and hedgehog.
For the colours I chose some spring golden yellows for gorse. Two rich tones of blue for the night sky representing the great outdoors. Stone and mottled whites for the sand from High Cliff beach, fresh coral tulips and a striking foxy red orange