doozy

Richards Rose co-founded doozy with Sydney Swans players Will Hayward, Ollie Florent, and Isaac Heeney – along with Will’s brother Harry. In the fast-paced RTD market, cultural fluency was essential. So we created a culture-first brand, selecting a name that was already part of the vernacular - doozy. It triggers a visceral reaction and makes for a perfect bar call: “Let’s have a doozy!”

Leaning into our ‘retro’ name, we paired bold colours with refreshingly simple, colour-blocking design – deliberately breaking away from the category’s high-detail codes. A distinctive ‘retro wave’ signalled the half & half product blends, applied across packaging, POS, and advertising to cut through on the cluttered shelves of Dan Murphy’s and BWS.

We’ve further embraced doozy’s cultural meaning with the idea “that’s a doozy,” fuelling brand likeability through surprise and social currency - driving deeper connection with our playful audience.