This competition brief, as part of BrandOpus' Hatch program, was to help cider feel less predictable, to break conventions and appeal to new people. Foxwhelp taps into a gap in the market by bringing back the luxurious age in apple fermenting to remind the nation of the delicate techniques passed down through generations. Creating an authentic, bittersharp cider that can compete with drinks of the same quality as fine wines, prosecco and champagnes.

The identity created combines the fox wrapped around the Foxwhelp apple, the leaf contributes to the visual cues of natural ingredients which flexed on pack into this contemporary texture that feels sophisticated and refreshing. Pushing the design across 5 flavours, building a narrative for each that all have unique visual indications and links to the fox that consumers can relate to for every occasion.