Foxglo (pronounced Fox-glow) was launched to address European consumer adoption of basic green ideas and a shift from use of incandescent light bulbs to compact fluorescent lighting.
Bulldog’s remit was to help the brand provide assurance of energy saving benefits, empower consumers to make technical comparisons with traditional incandescent bulbs and to promote correct waste handling for all Foxglo products.
Since many European countries have announced intentions to make Eco-friendly bulbs compulsory, campaigners have been calling for warnings and disposal advice to be printed on bulb packaging. Many of the leading European brands in the category have failed to do this, despite the risks posed by a product that requires special waste handling and increasing media pressure to do so.
Bulldog developed a name and visual identity that suggest the primary brand benefit with a view to penetrating the market quickly. The packaging solution, using bio-degradable inks and 100% recycled stock, attracts, directs and educates consumers – enabling informed purchasing decisions that will contribute to their well-being, as well as that of the environment.