We first met the founder of Dug over a beer at a local pub — in hindsight, exactly the perfect way for this one to start. He was one of those great operators: down-to-earth, sharp, and genuinely passionate. He had a solid product, with a solid idea behind it, but it needed a unique lane, a world built around it. Dug needed a brand people could buy into an connect with.

We spent a lot of time getting under the hood — unpacking what made him tick, what the product stood for, and where it could go. That turned into a branding journey that’s still alive in our studio today. Dug (th acronym for the original brand name) was born out of a shared love of ‘80s Australiana — surf culture, milk bars, optimism, a bit of larrikin spirit, and that no-fuss, honest energy that feels increasingly rare.

At its core, the product felt like a reliable mate — trustworthy, practical, always there when you need it. That truth became the backbone of the brand. Unapologetically Australian, straightforward, and built to last - your best mate, for life.

What started as a single product in four colours has grown into a range of 40+ SKUs across sizes and accessories. We’ve been involved every step of the way — from packaging and colour systems through to campaign direction and photography.