Consumer Brand

At Principals, we design consumer brands that become household names and daily go-to’s. Because we believe in making brand a force for positive change everywhere – at home and in real life, beyond the shelf or shopping cart.

Formerly Davidson Branding, our in-house Consumer Brands powerhouse has over 35 years of experience and is one of the most awarded agencies for consumer brands in Australia.

Now part of Principals’ extended team of strategists, designers, semioticians and brand voice specialists, we bring all new insight, thinking and storytelling capability to the table.

We’re ready to shake things up

In a category where attention spans last microseconds and fierce competition drives decision fatigue, we’re here to help your consumers make clearer, more meaningful choices. Ones that fit their lives – and your world.

We work to understand your brand, capture your character, and clearly articulate your difference. Because shelves of sameness no longer cut it for consumers. They want clarity and connection. With non-stop customer focus, our seriously imaginative approach to strategy and creative means drawing on our deep sector experience to defy convention.