The Little Foxes Club, a leading provider of sports classes, camps, and academies for children in London, is now called ‘The Foxes Club’. Thisaway, a creative agency, helped the club clarify its offering by uniting the brand.
The Foxes Club now resonates with parents, schools, and the local councils. Through the rebrand, the club has become a beacon for wholesome life-enriching experiences to its audience. Thisaway saw The Little Foxes, now The Foxes Club, as an organization that is more than just fun – it’s a platform where children play, learn new skills, build social skills, and develop confidence.
It renamed The Little Foxes Club as ‘The Foxes Club’ to avoid potential customer confusion and to enable the brand to feel more cohesive. Thisaway explained that dropping the use of ‘little’ allows the brand to appeal to wider age groups and audiences and better suits its status as a leader in the sector.
Foxie Twists for The Foxes Club
“We took inspiration from the crests and shields of sports teams and added a Foxes twist. The new logo informs a simple but dynamic visual language that has the flexibility to be adapted for Foxes FC.” The agency highlighted that a key requirement was that the new identity has to appeal to kids of all ages. It has to be cute enough for toddlers and their parents, but cool enough for teens. “For the older kids, we used more confident imagery and the darker colors of the brand palette, as well as adding more attitude into the messaging which is all set in upper-case. For the younger kids, we used the lighter and brighter colors within the palette, pairing this with fun, playful, imagery and messaging set using more of the quirky lower-case.”
Michael Kusi, Founder of The Foxes Club, says choosing the right agency during such an important time for the club was one of the most significant decisions he has made, especially since they had never undergone a branding process before. “We spoke to many agencies, but as soon as we met with Thisaway, we knew we’d found the right partner.”
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Kusi lauded Thisaway’s enthusiasm for the project and its ability to guide the club through the process. “We couldn’t be happier with our new brand, and ‘Well Played’ aligns perfectly with our business and where we want to go. They truly did a fantastic job!”
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