Matthew Dugger
Creative Direction About
CV
With over 15 years of experience, Matthew Dugger (aka Hewy) is a multidisciplinary creative director and agency leader with a wide roster, working at the intersection of brand identity, packaging, and advertising—a creative polyglot and dopamine chaser.

Collaborating with clients worldwide, he combines big-picture creative vision with flawless execution, creating beautiful design solutions that resonate with customers throughout their journey, fueling business growth and cultivating lasting relationships.





Client ProjectIndustry
Artly AI Coffee Branding an AI Barista BotTech Startup
Warner Bros. Discovery
American Dad + Green Day (Punk Bunny)Entertainment
Atlanta Symphony Orchestra
24/25 Season CampaignArts & Culture
RangeWater Properties
Camino Vibrant LivingReal Estate
Warner Bros. Discovery
#AmericanDrag Entertainment
P&G
Standout Emerging Leaders Conference CPG, Experiential
R.S. Lipman
Heroes Vodka Visual Identity
 Beer, Wine & Spirits
ANA Airlines
The ANA Experience: Japan Elevated Brand Activation
SubwaySubway Series Branding Quick Service Restaurant
CoMADE
Visual Identity for Startup Accelerator  Startup
Kroger
Treasure EmporiYum ActivationCPG
The Brandery
Rebranding a Brand-First Startup AcceleratorStartup
Lightfold
Branding an Independent Animation Studio  Entertainment, Startup
Frameworks
Contracting, With Attitude Startup, Real Estate
RangeWaterLuxury Real Estate Branding  Real Estate
Healthy App
A health app that pays you to be healthy Startup, Tech
Advertising Over The Years
A collection of advertising concepts by me Advertising
Packaging Designs
Various packaging designs from over the yearsCPG
KrogerTreasure EmporiYum Activation
Retail, Brand Activatioin


 Research & Strategy
 Experiential Marketing
 Signage



Kroger has a host of private label products, but consumers generally see private label as a cheaper, lower-quality alternative to name brands. Kroger is on a mission to introduce shoppers to its diverse, flavorful, and superior private label products and to change the narrative around store brands.

Treasure EmporiYum was built as a mobile activation that travels to music festivals, sporting events, conferences, and more. It includes a mobile trailer, a screen-printing bag station, an ugly-fruit face filter, a scavenger hunt, a claw machine, and a spinning ship wheel of deals.

The campaign's ship theme grew out of the treasure map Kroger created to direct shoppers to its unique store products. "X marks the spot" let the activation feel less like a trailer and more like a ship, with porthole windows, a kraken taking over, a ship wheel, treasure chests, and more.

The activation was a hit with shoppers, won multiple awards, and helped Kroger lead in store brands and drive revenue in its highest-margin products: its own.






















The Result: Treasure EmporiYum was part of a larger campaign to change how shoppers see store brands. With help from this campaign, Kroger's private label portfolio, Our Brands, has since grown into a business of more than $30 billion in annual sales, and it continues to outpace national brands as shoppers look for affordable alternatives.

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