Tusk & Roo

Australia's outdoors are central to everyday life, but they also bring one of the world's highest risks of sun exposure. Tusk & Roo was founded to address this challenge through clothing that combines natural fibres with built-in UPF50+ protection, offering a sustainable alternative to chemically treated performance apparel. The identity needed to reflect this balance of protection, adventure, and environmental responsibility while standing apart in a category dominated by technical sportswear.

The logo captures the brand's story through subtle, integrated details. A tusk is woven into the letter K, symbolising strength and resilience, while the tail of a kangaroo emerges from the R, celebrating Australia's landscape and the active lifestyle that defines the brand. A refined sans-serif wordmark provides a contemporary character, allowing these bespoke details to become memorable discoveries rather than overt graphic statements.

The colour palette reflects both the natural environment and the spirit of exploration. Deep navy establishes a sense of quality and reliability, supported by light blue to communicate openness and sustainability. Chrome yellow introduces the warmth and energy of the Australian sun, while dark pink adds a distinctive accent that conveys confidence and vitality. White completes the system, reinforcing the brand's commitment to natural materials and simplicity.

The identity was designed to perform across apparel, packaging, digital platforms, and retail environments, creating a cohesive experience wherever the brand is encountered. Every element reinforces Tusk & Roo's commitment to thoughtful design, long-lasting protection, and responsible innovation, positioning the brand as a confident voice in the future of sustainable outdoor clothing.