When Duluth Trading Co. decided to launch a new line of less-expensive men’s basic workwear, they looked to us for strategy, branding, logo design, naming, and initial launch assets for catalog, retail and digital.

We came back with a brand that hangs its hat on simplicity. Basic by design. Fewer bells and whistles than your trademark Duluth gear, but still with far superior quality than competitor products. Meet 40 Grit, the most versatile and utilitarian tool in the shed. Sometimes, all you need is the brass tacks.