This base-layer merino apparel company counts professional risk takers like firemen, coastguards and soldiers as their core customer base.
An iconic armadillo was created for the logo to reflect the hard-wearing properties of merino, and the crusading spirit of professional risk takers. Purple was chosen for the brand colour in reference to the 'purple patch' – the perfect temperature zone between being too hot and too cold.
Bronze foiling on the business card references a medal of honour while angled corners give a subtle nod to a soldier's dog-tag.