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Foxe & Fable is a luxury men’s underwear brand designed to empower men in their most private moments. Rooted in the strategy of “The Other Side,” the brand embodies hedonism, indulgence, artistry, and liberation. This notion plays through into our branding with the reversed ‘&’ representing the other side. As a designer, I developed creative routes that were selected by the client and became the core brand structure throughout the entire branding process.