Hauldog is a new road transport company based out of Central Otago, New Zealand. It’s aim is to make light out of the big stuff.

Develop a name and brand for the company that is memorable, slightly out of the norm and conveys a resourceful, get-it-done attitude. 

Hauldog has developed into a brand that has more personality than any other truck on the road. The name, the logo and the dog combine to make an identity that is confident and clever. 

• Brand Naming
• Brand Strategy
• Research
• Brand Identity
• Truck signage design
• Brand collateral
• Marketing Content


The brief was to come up with a name that was linked to haulage, contemporary, memorable and slightly out of the norm.

It should roll off the tongue and convey the ‘experience with a difference and honest’ values of the company. 

Hauldog is inspired by the hard-working, reliable farm dogs that are common place in Central Otago. The name was sold with the idea of a brand that would have high levels of personality as well as performance. 

Hear me explain in more depth the idea behind the name:

Watch my sales pitch on instagram. 

Looks great 👍 Thanks

Principal driver, Hauldog

Has been a journey, but well worth it.

Paul Horrell 
Director, Hauldog