Hello Whitefox 2.0. The story of a rebrand by our Founder, John Bond.

The discussion began in the early months of 2012. Having decided what we did not want to call our nascent business, the somewhat more challenging task of creating not just a name but an identity hove into view. We knew we didn’t want a pun on books or reading, and we didn’t want some portmanteau blend of our co-founder names. Suggestions were made and rejected.

By   Hannah Bickerton