James J Fox
Branding, FMCG
Rebrand and repositioning for a heritage retail brand
James J Fox is the oldest cigar merchant in the world, with a rich history of clients that includes Sir Winston Churchill and Oscar Wilde. They appointed underscore to deliver a new brand platform that could cement strong relationships with their existing customers whilst making them more relevant to a new and increasingly global marketplace.
About the brand exploration
Established in 1787, and awarded no less than eight Royal Warrants throughout the glory years of England’s history and Empire, the underscore brand story of 'James J Fox the Great British Cigar Merchant' reflects their consistency of quality, communicated with a personality that could only be British.

However, whilst their family values and heritage are important, our refresh and positioning balances a company that is becoming increasingly forward thinking in its expansion plans and retail strategy.

With a contemporary classic feel that contrasts with rich and evocative brand imagery, our branding is already becoming established in their London flagship store as well as their concessions within Harrods and Selfridges.

As the brand now becomes established farther afield, we believe that future customers will form a community of passionate enthusiasts for the brand, a Society of modern day ladies and gentlemen that know that only James J Fox provides a taste of history.

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