Fox International

Fox International is the leading angling and angling accessories manufacturer in Europe, selling over 3,000 products in over 30 countries throughout the world. Products include rods, tackle, camping gear, cookware, angling technology and clothing. Fox International has a portfolio of three core brands: Fox Carp & Specialist for carp anglers, Fox Rage for predator fishing and Matrix for competitive match fishing. Our brief was to produce a set of brand guidelines for each the three main brands. These brand books would need to help maintain the brand essence for each core brand across multiple channels and international markets as well as create brand consistency within the vast product portfolio of sub-brands.


We began by developing a ‘brand identity wheel’ for each of the three brands. This ensured that everyone in the organisation was clear what each brand stood for.

We then distilled the brand essence into a set of detailed brand guidelines for each brand which formed an easy to use guide to fonts, colours, photography and tone of voice. The brand guidelines detailed how the brand should be communicated across both printed and digital media.


  • Fox brands are available in over 30 countries and the feedback so far has been excellent. Fox has been able to communicate the brands in a consistent and cohesive way across all its different markets.