Unleashing the Fox

Unleashing the Fox

 

Goals &
Challenges

Parent brand 
Family hierarchy
Existing brand equity

New market
New partners OEMs 

 
Messaging-integrated illustration

Messaging-integrated illustration

Launch of Firefox OS at Mobile World Congress Barcelona 2013

Launch of Firefox OS at Mobile World Congress Barcelona 2013

 

Mozilla Firefox OS

Wolff Olins New York & San Francisco, 2012

Mozilla gave Wolff Olins the task of creating the brand for their new HTML5-based mobile operating system Firefox OS. Unlike Apple’s iOS and Google’s Android platforms, Mozilla’s Firefox OS is the first truly open-source mobile OS. Inherently disruptive, the new operating system faced a challenge with introducing another product with the Firefox name, and within the larger Mozilla brand umbrella. 

Ultimately, in many ways Firefox OS is a reprise for what the Firefox browser stood for: putting the web in everyone’s hands.

Wolff Olins refreshed the Firefox brand for the mobile OS by unleashing the fox — literally and figuratively. Working with an illustrator, we brought to life the character of the new brand through the fox. Building upon the original system, Firefox OS became bolder, more dynamic and more free.

Mike Abbink, Creative director
LA Hall, Senior designer
Mary Ellen Muckerman, Strategy director

Jan Eumann, Senior designer
Martijn Rijven, Illustrator

Branding, Identity, design direction

Links
Mozilla Firefox OS