The Foxes Club began in 2007 by organizing games and activities in a London park. It has since become a market leader in delivering community-based children’s play programs, holiday camps, and football academies. Following a period of exceptional growth and with ambitious franchise plans on the horizon, we needed to help them clarify their proposition and create a brand that stood for something beyond their practical offering.

The Foxes Club, previously known as The Little Foxes Club, offers play activities for kids, including football, tennis, and rugby, as well as facilitating holiday camps and kids’ parties. Foxes FC, the football academy side of the business, has been leading the grassroots game since 2009. However, from a customer’s perspective, this brand architecture proved confusing. With two different websites and identities targeting very different audiences and age groups, it wasn’t clear that these offerings were part of the same brand. We needed to unify the brand to clarify the offer and make it compelling to kids across the age spectrum. Additionally, it was important to ensure the brand resonated with parents and B2B audiences, such as schools and local councils, who look for trust, expertise, and a proven track record.

In order to unite the brand, we needed to find a universal truth that linked all their offerings. The Foxes Club has been taking play seriously for over 17 years, with professionalism and quality coaching always being central to their mission. Founded on the belief that all children should have access to inclusive play activities, the club recognizes that play can give kids of all ages a great start in life. We wanted to harness this purpose, enabling The Foxes Club to become a beacon for wholesome, life-enriching experiences, making this belief compelling to all their audiences.

Our brand idea is born out of the belief that play isn’t just important for a child’s development—it’s vital. More than just fun, the ability to play and learn new skills helps develop social skills, confidence, and physical and mental well-being. This idea leans into sporting vernacular and the language of coaching, which ensures easy internal buy-in and resonates with kids of all ages. It’s a promise of quality and trust that communicates the club’s expertise, which is key for parents and B2B audiences.

To avoid potential confusion and create a more cohesive brand, we adapted the name to The Foxes Club. Dropping ‘Little’ allows the brand to appeal to a wider age group and audience and better reflects their status as a leader in the sector. We retained Foxes FC but repositioned it as a product within the wider Foxes Club offering.

Given the amount of kit produced by The Foxes Club and the need for high visibility in all their session locations, developing an iconic logo was crucial. 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, flexible enough to be adapted for Foxes FC.

A key requirement of the new identity was to appeal to kids of all ages: cute enough for toddlers (and their parents) yet cool enough for teens. For older kids, we used more confident imagery and the darker colors of the brand palette, along with messaging set in uppercase to add attitude. For the younger kids, we utilized lighter and brighter colors, paired with fun, playful imagery and messaging set in quirky lowercase.