Dutch Army Co. needed a brand identity that captures the resourcefulness, durability, and adventurous spirit of the outdoors. Inspired by the heritage, utility, and preparedness of the Royal Netherlands Army, the brand brings a modern perspective to military-inspired gear—creating clever gadgets, tools, and equipment for camping, survival, and everyday exploration.

The identity centers around a crowned, winged Dutch lion, combining Dutch heritage and royal symbolism with a bold, modern military aesthetic. The result positions Dutch Army Co. as a brand for those who value well-designed gear, clever solutions, self-reliance, and always being prepared for the next adventure.