Foxglo (pronounced Fox-glow) was launched to address European consumer adoption of green concepts and a shift from the use of incandescent bulbs to energy-efficient, compact florescent lighting. Malta-based design firm Bulldog helped the brand provide assurance regarding energy-saving benefits by empowering consumers to make technical comparisons between Foxglo and traditional incandescent bulbs and to promote the correct disposal of Foxglo products. The company name and identity allude to the primary brand benefit and the packaging solution, using bio-degradable inks and 100 percent recycled stock, attracts, directs and educates consumers—enabling informed purchasing decisions.