An elegant brand refresh for an independent online retailer of top-quality elbow patches.
Jack Foxley is a small, independent online retailer of affordable elbow patches, custom-made from top-quality materials and in a variety of rich colors. Jack Foxley also needed to update their branding.
Named after the owner’s beloved English bulldog, the company provides a small product with a huge impact: high-quality elbow patches.
The elegant rebranding maintained the legacy of the original brand—color palette and typographic style—while creating a new and unique signature featuring a newly drawn type treatment and a more stylized, streamlined symbol. Alfalfa also provided Jack Foxley with an extensive family of brand elements to be used across media.
Jack Foxley has a distinct personality that influenced all the design decisions in this project. From the logo depicting an English bulldog, to the voice behind the blog, every aspect of the refreshed brand was generated with Jack in mind.
The refined new brand is memorable, versatile and adaptable not only for print and online but also to be used in current and future Jack Foxley merchandising.