Fix & Fogg built an adventure brand.

Fix & Fogg is a lesson in theme as identity. Founded by married couple Roman and Andrea Jewell — who met studying law and left corporate life — it began with peanut butter sold at a Wellington, New Zealand farmers’ market in 2013 (the company was formalised around 2014). Its whole world is built on one idea: adventure.

The name says it: “Fix & Fogg” references two characters from Jules Verne’s Around the World in Eighty Days — the traveller Phileas Fogg and Detective Fix. From that, the brand built an exploration-themed identity and a range of premium small-batch nut butters (Super Crunchy, Smoke & Fire, an eight-nut-and-seed “Everything Butter”). It has grown across New Zealand, Australia, the US and UK, and is a Certified B Corporation.

(Honest notes: the founders are Roman and Andrea Jewell — we don’t assert “environmental lawyer,” only that they left legal/corporate careers; “Fix” is a character (Detective Fix), not a generic word — a common miss; specific flavour names rotate, so we describe the style; and no official brand hex is published, so colours are an interpretation.)

Fix & Fogg lives in bold, color-blocked hues. Click a swatch to copy the hex.

Fix & Fogg’s identity is bold, adventurous and characterful — an explorer red, an ocean blue, a mustard, a cream, and an ink. The look leans on bold, colour-blocked backgrounds, with each flavour keyed to a strong, saturated hue, wrapped in illustrative, vintage-explorer labels. It signals a premium, playful, design-led brand rather than a plain natural-foods jar. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is bold colour-blocking plus a theme reads distinctive and premium. Fix & Fogg’s world is confident and adventurous. For designers, it is a reminder that committing to a strong theme (exploration) and bold per-flavour colour can make a small-batch product stand out and feel considered, matching a design-led brand. The takeaways: pick a theme and run it everywhere; block bold colour per flavour; and treat any single hex as unofficial — using the ink for small text so the bold hues carry the label.

The wordmark spirit is an explorer serif — classic and adventurous.

Fix & Fogg’s identity carries a classic, adventurous, worldly spirit — a “Fix & Fogg” wordmark anchoring illustrative, exploration-themed labels. An explorer serif captures the mood: it is classic and characterful, the register of a brand whose registered line is “Go Places®.” Set against bold, colour-blocked hues, the explorer serif feels like a vintage travel label — exactly the Jules-Verne, one-jar-one-adventure personality Fix & Fogg carries. It is adventurous rather than plain, mirroring a design-led brand built on a story. (Fix & Fogg’s real wordmark is a trademark we describe but do not reproduce, and the exact typeface is not something we assert.) Because the specific mark is not ours to use, the honest description is “an explorer-serif spirit,” not the Fix & Fogg logo. The type behaves like the brand: classic, adventurous and worldly.

Fix & Fogg stands for adventure.

Fix & Fogg is a lesson in committing fully to a theme. It did not present nut butter as a health commodity; it built an adventure world — a name from Jules Verne, exploration-themed labels, bold colour, a “Go Places®” ethos — so a jar feels like a small souvenir of a journey. That theme, applied everywhere, made a premium small-batch product distinctive and design-led. The differentiator is world-building: pick a story and let it shape every touchpoint.

For designers and brand-builders, Fix & Fogg offers a clear takeaway: a strong, well-run theme can carry a whole identity. The lessons: choose a genuine, ownable story (exploration); express it in name, labels, colour and voice; and back it with real quality and credentials (B Corp). It is also a reminder to stay accurate: Fix & Fogg started in Wellington in 2013, is named for two Verne characters, and is an independent B Corp — with the palette here an unofficial interpretation. Fix & Fogg committed to adventure — proof that a theme can be the difference.

Keep Fix & Fogg’s identity on hand — save it to a board in the Made Good inspiration library.