Brand repositioning for Dukes

Sustainably designed and ethically crafted, Dukes and Duchesses Apparel is a local Coffs Coast label that has seen huge growth in recent years. So much so, that they have expanded their offerings to cater for ladies, as well as kids!

To align their brand with their new vision, D+D Apparel needed a new edge. A refined vision.
One that elevated the brand while remaining true to its core followers.

Enter ~ Dukes.

The Brief

We were beyond stoked to be approached by long time friends of Coast and owners of Dukes, Beck + Han to help them refresh the Dukes image to match their new name.

To kick the project off, we sat down with the girls to figure out exactly what the change meant for the Dukes brand and where they saw their brand heading.

Visual Concepts + Directions

Targeting ethically minded parents who value quality and sustainability, Beck and Han decided that it was time to evolve the Dukes brand. To excite, inspire and elevate the brand.

Sipping our coffee on a Thursday morning and seeing examples that the girls put forth, we eventually agreed that the best way forward was with… A modern and refined approach, celebrating unique quirks, paying respect to the brand’s humble beginnings, but ultimately elevating the brand to appeal to a wider audience.

Brand Direction + Identity Strategy

Our designer Mitch Weston & Creative Director, Jena Hackett, brought the brand to life over a series of 3 collaborative meetings and behind-the-scenes work! Creating a standalone brand mark and a simple, light-hearted wordmark that embellishes the quirks and happy-go-lucky nature of Dukes.

Dukes - The Brand

We had a blast working with Beck and Han and are stoked with the result! This marks a new chapter for Dukes. Positioning the brand as not just leaders of kids wear anymore! Elevating the brand and inspiring its followers both existing and new – Check out Dukes here.


At Coast, we don’t believe in just creating a logo design, or simply choosing fonts and colours that look nice, we respect the process that is tailored to every company and culminates in a wholistic brand package that people are drawn to.

Reach out to us at the studio today if you think it’s time to refresh your brand’s image.

"Jena and Mitch were amazing to work with! We have been in and around the marketing industry for over 10 years and have never had such a seamless experience. From the first meeting to the final presentation - it was so enjoyable, and they completely understood what we were wanting to achieve and absolutely nailed the brief. Highly recommend for any business or individual who is looking for any branding, web or overall business strategy work. We would 100% work with them again (we actually have continued to work with them on the brand rollout). Love your work guys! Beck and Han. Xo"

Hannah & Beck : : Dukes
What are you waiting for? Lets make some magic. Book a free meeting today

What are you waiting for?

Let's make some magic!

Book a free meeting today