Urban Fox is an upstart lingerie line, whose co-founders wanted to reference their midwestern roots through a no-nonsense feminine style that is equal parts sass and comfort — after all, it’s eco-friendly to boot!

Urban Fox is an upstart lingerie line, whose co-founders wanted to reference their midwestern roots through a no-nonsense feminine style that is equal parts sass and comfort — after all, it’s eco-friendly to boot!

In the logo, an iconic fox head — streamlined from a heart — is given “x” and “o” eyes to play on both an urban “badass” spirit (a.k.a. “the knockout”... says tough and sexy) as well as allude to the classic “xoxo” love theme.

I hand-letterpressed the system on specialty paper, using unique ink choices (opaque white and fluorescent orange), to relate a similar hand-craftedness and attention to detail that the the lingerie itself embodies.