London / United Kingdom

Pale Fox Wines, ultra-premium single estate prosecco.



Pale Fox is a Single Estate Vegan Prosecco rated as the best in the world by one of the top wine critics in the industry, James Suckling. Cucina & Vini, Italy’s leading food and drink magazine. I was asked to work on a decorative illustration representing the brand, to be incorporated across packaging and all main visual touchpoints. The illustrated fox is made of autumn leaves, grapes, Italian architecture, chestnuts, acacia, wisteria, and Venetian decorative patterns.

Scope of Work

  1. Brand Guidelines
  2. Logo Design
  3. Identity
  4. Brand Guidelines
  5. Logo Design

About the brand

I worked closely with the Pale Fox founders to create a signature artwork that would imagine the historic legend of the Valle delle Volpi (or Valley of the Foxes). The artwork was to become a leading element of the brand to be used across all touchpoints, from packaging design to digital platforms and communication. Our challenge was to create a visual that presented the story behind the product in a way that was fresh and new for the category yet carried the weight of a timeless story.  


The Pale Fox

An intricate and meticulously detailed artwork combined key elements of the Pale Fox story with winemaking iconography imagined new. With visual cues that recall ancient Italian landscapes and creatures from myths, legends and fairytales, our art direction captured the ancient mystery that inspired Pale Fox and delivered it with the crisp clean aesthetic of a contemporary luxury brand.


Pale Fox Team

“The Pale Fox illustration encapsulates our commitment to quality, sustainability and love of all things nature.”


More Work.

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