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Jack Foxley




Client Jack Foxley
Product Rebranding, website
Medium Online

Project Brief

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 had outgrown its bare bones website and needed a robust e-commerce site that would support growing sales and expanding product lines.

Named after the owner’s beloved English bulldog, the company provides a small product with a huge impact: high-quality elbow patches.

In addition to a new site, Jack Foxley also needed to update their branding.


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 website was generated with Jack in mind.


Rust—Jack’s coat is rust and white—was the color of choice for the online brand. A light green that would complement it, while not affecting the color of the patches, was used as background. Simple navigation and a ‘personal’ touch were the guiding principles in creating the site.

The CMS was customized to be very flexible and user-friendly—we haven’t received a call for support since the site launched in May, so we can attest to its success!

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.

Service Provided

Web design


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