Rebrand and repositioning for the St. James's street cigar merchant and retailer. James J. Fox have a remarkable London heritage – established in 1787 as the first ever tobacconists in the country; they are holders of 8 royal warrants, have concessions in both Harrods and Selfridges, and have been suppliers of tobacco products to such distinguished customers as Sir Winston Churchill and Oscar Wilde. The rebrand needed to pay particular attention to international markets such as China and North America, whilst building upon their existing brand – ensuring that James J. Fox continue to remain the byword for British heritage and quality.