Wild Fox

Project Title
Building the brand for a pioneering adventure and wellness resort
Client
Wildfox
Category
Brand Evolution, Brand Guidelines, Brand Strategy, Art Direction

Question

Wildfox is creating something new: a first-of-its kind adventure and wellness resort, starting in the Arfan Valley in Wales, with more locations to follow.

Ultimately, it aims to set a global benchmark for how adventure, wellness and hospitality can exist together in one resort.

As well as defining what Wildfox is today, we needed to leave room to shape what it could become: an industry-defining destination that blends adrenaline-fuelled adventure with restorative wellness, while remaining deeply rooted in the local character of each setting.

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Change

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We started out by doing in-depth research on the motivations behind the concept: why people seek adventure, what they gain from wellness and how these needs can overlap. This led us to the brand’s essence: addicted to adventure.

From this, we built the brand’s strategy and positioning, defining Wildfox as a new kind of destination that blends high-octane experiences with holistic wellbeing.

We then translated this strategy into a future-facing identity that has the capacity to grow over time. This included a set of brand guidelines covering brand marks, colour palette, typography, tone of voice, graphic language and art direction – all designed to stay cohesive while allowing for local specify and reflecting its trademark balance between adventure and wellness.

To bring the vision to life, we also created a video reel to immerse audiences in the Wildfox mood, helping people instantly understand the destination before it opens.

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Outcome

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Wildfox now has a clear brand purpose, positioning and platform that unites adventure, wellness and hospitality into a single compelling story. It establishes Wildfox as a distinctive new challenger with the ambition to become a global benchmark in the industry.

With flexible guidelines and evocative brand storytelling, Wildfox is well equipped to evolve destination by destination, without ever becoming generic.