With a history of clients that include Sir Winston Churchill and Oscar Wilde, James J Fox is looking to rebrand in order to cement strong relationships with existing customers whilst taking important steps to stay relevant to modern trends and reach out to new audiences.
Their most famous shop has served the great and the good from 19 St James’ Street since 1787, and they also have a shop in Dublin and concessions within Selfridges and also Harrods.
After a creative pitch, the goal for underscore is to embrace new market opportunities in order to evolve their global brand position whilst remaining true to the remarkable London heritage of this family owned business.
Neil Stanhope of underscore said; “The James J Fox story is unique. As the undisputed oldest cigar merchant in the world, their’s is a truly British brand story that includes Winston Churchill, Oscar Wilde and no less than eight Royal Warrants throughout the glory years of Empire.
With a unique personality that can be seen from the Red Indians that occupy the windows of their James Street store, and a culture based on delivering quality and service over hundreds of years they are a genuinely rare article.
It is also extremely rare to find a heritage brand that has remained within a single family since its creation. However the brand is now at a crossroads as the legal landscape in the UK is changing, and we must now adapt and evolve the brand position in order to meet that challenge and reach a wider audience.
The project is also extremely exciting as our client wishes to be refreshingly forward thinking in their communications strategy, and yet and yet our tone will never lose sight of their extremely rich heritage.
Those that seek James J Fox will find a taste of history, communicated with a personality that could only be British.” underscore will be rolling everything out from this July, starting with new signage for their Harrods store, where the first glimpse of their rebrand will be on display.