When Max and Nathan, co founders of the Gruff brand,
approached The Brand Depot to bring their idea for a new,
organic male soap to life, we were excited to be part of that journey.
Their vision was to give men the option to care for their skin naturally, addressing consumer concerns of wanting to treat both themselves and the planet well. The organic and natural
ingredients used by Gruff are core to the brand.




With a nod to yesteryear, an era when life was simpler, and using a natural colour palette inspired by the New Zealand landscape, the packaging reflects Gruff's philosophy: “For the good of nature. For the good of tradition. For the good of you”. Working with illustrator Sam Sakaria, The Brand Depot created the Gruff goat icon to represent the brand’s masculinity in a traditional and elegant way. Less is definitely more for the Gruff Brand.