Aubin & Wills — Brand Identity
As Head of Creative, I developed the complete visual identity and tone of voice for Aubin & Wills — a heritage-inspired sister brand to Jack Wills, created to hold on to customers who’d grown a little too sophisticated for the original label.
Central to the identity was Mr Fox, a top-hatted, bow-tied mascot who became the brand’s signature mark of quality, alongside the guiding line “Second to None.” I carried this world through every touchpoint — packaging, tissue paper, safety matches, notebooks, tea towels, tote bags and in-store signage — building a distinctly British, old-world retail experience across stores in Marylebone, Edinburgh, Brighton and beyond.
