Foxy Wins BrandNew Makeover Contest

Toronto, ON - April 27, 2010

AmoebaCorp announced the winner of its BrandNew Branding Makeover Contest (www.brandnewcontest.com).  Foxy Originals, a Canadian Jewelry Company based out of Toronto, Ontario won out over 2 other finalists and over 50+ entrants after a panel of experts, including Paul Rowan of Umbra, Kirsten Gauthier of The Production Kitchen and Will Novosedlik from WIND Mobile, unanimously agreed that Foxy best exemplified the kind of business that can catapult to the next level if given the opportunity to makeover its brand.  Created by AmoebaCorp, the BrandNew contest is designed to give businesses the tools they need for a solid brand foundation and a clearer path to success, with prizing which includes the creation of a new visual identity, core-marketing materials printed by The Production Kitchen and a professional consultation and product package from Umbra.   “When we met with Foxy Originals, we were curious to understand what we could give back to a company that has already had great success here in Canada and even abroad”, says Mikey Richardson, Partner and Co-Creative Director at AmoebaCorp, “but we quickly came to appreciate some of the challenges Foxy faces as a brand now 12-years old catering to a larger demographic than before. Foxy has outgrown its look and in our mind, it’s the only thing holding them back from some extraordinary success. Add to that the fact they are committed to producing everything locally, are socially and environmentally responsible and continually create innovative products at affordable prices and the choice was the right one for us”. “We started Foxy Originals when we were 19 years old and still in university”, says Jen Kluger, cofounder of Foxy Originals. “Since then, we’ve grown up and so have our customers. Now we sell to 20 to 40 year olds but our brand looks junior and it is holding us back from really succeeding in some important markets. Suffice it to say we were ecstatic to learn that we have been chosen as the recipients of the BrandNew Contest and are really looking forward to working with such a talented team”.     “Of the 50+ entrants we reviewed, Foxy had a very clear business model, an obvious passion for what they do and strong desire to succeed without compromising their values”, says Mike Kelar, Partner and Co-Creative Director at AmoebaCorp. “They’ve got some pretty fierce competition and for many companies, that might have pushed them to look at other more cost-effective options but Jen and Suzie are very proud Canadians and for them, supporting their community and producing locally, regardless of cost is more important. That’s a company we want to help”.