Ancestral Flavor, Modern Soul: A Conversation with Tigist Kelkay on the Red Fox Spices Rebrand

From Farm and spice markets across Ethiopia to kitchens around the world, Red Fox Spices has always been more than a brand, it’s a bridge between generations, cultures, and communities. In this heartfelt conversation, CEO Tigist Kelkay shares the story behind Red Fox’s soulful rebrand, a project that honors heritage, celebrates community, and beautifully reimagines tradition for the modern table.

Trained as an architect in Addis Abeba, Tigist Kelkay leads Red Fox Spices with a rare blend of design excellence and visionary leadership—fusing product quality with bold presentation. Rooted in heritage and driven by innovation, she bridges past and present with a clear eye on the future.

Q: Tigist, Red Fox has always had a strong sense of identity. What inspired the rebrand at this moment in the brand’s journey?

Tigist:
We’ve always known who we are: a brand grounded in love, memory, and legacy. But as we’ve grown, we realized our visual identity needed to reflect that soul more clearly. The rebrand wasn’t about changing who we are, it was about stepping more confidently into our truth.

We wanted everything, from our packaging to our storytelling, to echo the same care we put into every blend. We’ve always carried tradition with pride. Now, it’s dressed in a way that invites the world in.

Q: One of the most striking parts of the rebrand is the Red Fox Mama. Can you share more about that symbol and what it represents?

Tigist:
The Red Fox Mama is truly the heart of our story. She’s a nurturing, central figure, surrounded by her family, neighbors, and friends, all sharing a moment over injera and coffee, and working together as a community. The scenes include animals unique to Ethiopia, coming together in peace and celebration. It reflects what happens across Ethiopia, regardless of region: we gather, we share, we break bread.

The illustrations carry so much of who we are. It speaks to intergenerational love, communal care, and the quiet power of food to bring us together. And now, that spirit lives right on our jars and pouches, a design made for the modern table, but rooted in something ancient and sacred.

Q: Who helped bring this vision to life?

Tigist:
We’re fortunate to have an incredibly talented in-house team at Red Fox, designers, storytellers, marketers, all deeply connected to our mission. But for this rebrand, we knew we wanted to bring in a special voice who could interpret our story visually in a fresh and emotionally rich way.

So, we reached out to Netsanet Tesfay of Kokeb Studio, someone whose work we deeply respect and love. We were drawn to the beautiful ways she interprets Ethiopian culture and traditional art. Her deep understanding and care for tradition, coupled with her modern creative style, was exactly what we were looking for. We were immediately captivated by her masterful use of color and symbolism.

The whimsical depiction of the Red Fox Mama was her creation, she captured the emotion of Red Fox in a way that words couldn’t. Her art helps tell the story of who we are and where we come from, a living, breathing legacy of flavor and family.

Q: The packaging feels so thoughtful. Can you talk about the choices there?

Tigist:
Everything about our design is intentional. We moved to glass jars and pouches not only to reduce our environmental footprint, but to create something that feels beautiful and worthy of display. Our packaging doesn’t shout, it gently invites.

It honors the small-batch nature of our blends, the high quality of our ingredients, and the ancestral roots of our recipes. We wanted every jar to feel like something you’re proud to keep on your counter, a conversation starter and a keepsake.

Q: Red Fox is known for honoring the women who’ve passed down these traditions. How did that influence the rebrand?

Tigist:
So much of our story is shaped by women, the grandmothers and mothers who passed these spice recipes down with love and patience. The Red Fox Mama is a tribute to them. But we also honor the whole village, the fathers, sons, and brothers who support and sustain this work behind the scenes.

This rebrand is woman-centered, but not woman-only. It’s about community. It’s about legacy. It’s about all of us working together to preserve what matters.

Q: What do you hope people feel when they bring Red Fox into their homes?

Tigist:
I hope they feel connected - to flavor, to memory, to culture. Whether they’ve grown up with these spices or are tasting berbere for the first time, I want them to feel welcomed into something bigger than a meal. Red Fox is about sharing, and everything about this rebrand reflects that invitation.

Q: When can we expect to see the new Red Fox branding roll out?

Tigist:
 We’re so excited to share that the full rebrand will officially launch end of June. Some of our community got an early glimpse during Passport DC, and the response was incredibly heartwarming. That event gave us a chance to see just how much this new chapter resonates, not just with those who know our story, but also with people discovering Red Fox for the first time. We can’t wait for more of you to experience it.

Q: Any final message to the Red Fox community as they experience this new chapter?

Tigist:
We’re so grateful. This rebrand is not a departure, it’s a return. A return to our essence, our roots, our story. Thank you for growing with us, believing in us, and making space in your kitchen and your heart for Red Fox.

Open a jar. Take a breath. Rediscover tradition, in a new way.

Welcome to the Red Fox family! We’re so glad to have you on this journey!