Finding Foxtale is a friendship-driven clothing company that offers enriching, curated shopping experiences for each unique child, parent and stylist, because they believe that by combining two formative experiences of self-discovery—the everyday activity of getting dressed, and the beloved tradition of storytelling—children can envision themselves anew, and help others to do the same.

Finding Foxtale, operating under the adult clothing company Cabi, was dreamed up by five founders who have a 20+ year history in direct sales. One Lucky Guitar leveraged Cabi’s long-standing expertise to comprehensively develop the Finding Foxtale brand—from name consultation, to brand ideology, to visual identity. We also provided photo and video direction and production, print collateral and concepting and production for their kickoff event and fashion show.