Mary Alice and the Fox is a fresh, playful beachwear label launched by a passionate maker with a love for upcycled fashion. Focused on creative reuse, the brand transforms vintage and pre-loved textiles into one-of-a-kind clothing and accessories for women and children. With values rooted in slow fashion, sustainability and individuality, Mary Alice and the Fox caters to a stylish, environmentally conscious audience who want more from their wardrobe than fast fashion can offer.
As a brand-new label applying for its first major market stall at The Finders Keepers in Sydney, Mary Alice and the Fox needed to make a strong first impression. The logo would be the heart of the brand’s identity across social media, garment labels, and promotional materials. It had to instantly communicate the joy, handmade charm, and vintage spirit of the brand, while giving a sense of legitimacy and cohesion to help secure a coveted market spot.
We created a distinctive, versatile brand identity that brings “upcycled joy” to life. The logo features a playful yet refined illustration paired with typography that feels personal and authentic — a perfect reflection of the handmade nature of the products. We also designed woven clothing labels, flyer mockups, and social media visuals to ensure the brand looks consistent and professional across every touchpoint. The result is a memorable and charming brand that’s ready to shine, both online and at the markets.
How the fox came to life.
