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

During that time, Fox’s has grown to become a quintessential British classic, with memorable design and advertising reinvigorating the brand generation after generation.

In recent decades however, the challenges have been increasing – A shrinking boiled sweet category, an ageing consumer base, retailers ever less sentimental and design that feels far more serious than joyful.

How do you refresh a brand that has lost its way – appealing to a younger audience without alienating the existing buyers?

Truly iconic brands can cut through the tides of fashion and change, embracing who they are come what may. Chanel, Coca Cola, Campbells soup – designs you can sketch without hesitation.

We focussed on bringing Peppy back to where he belongs, at the heart of everything – as well as embracing architecture, colours and typography from Fox’s illustrious archive.

Elevated to his rightful place, Peppy forms the core of an identity system that takes pride in its playfulness (without forgetting about that sneaky Fox…).

Beware of imitations.

Strategy

Identity

Brand Design

Packaging