Diggs re-engineered the dog crate for safety and design.

Diggs is a lesson in safety-plus-design as the identity. An American brand founded in 2018 in New York, it made its name by re-engineering the dog crate to be safer and better-looking.

Its identity is the safety crate. Diggs’ Revol collapsible crate is the object it is known for — steel frame, aluminium mesh, considered details — designed to feel like a modern product, not a cage. A crate you don’t mind seeing. Safety engineered, then made to look good.

(Honest notes: Diggs, Inc. is a US design pet brand founded in 2018 in Long Island City, New York, by Zel Crampton (its founder and CEO; personally Canadian, though the company is US-based). Its signature is the Revol collapsible dog crate — a safety-minded, design-award crate; its Passenger travel carrier is Center for Pet Safety certified, and we present the Revol’s safety claims as the brand states them rather than asserting a specific crash certification for the crate. On production, no manufacturing country is publicly disclosed, so we don’t claim one (and don’t assume offshore). It is independent and venture-backed (a 2021 Series A), not acquired. It is unrelated to the NFL’s Stefon Diggs or the Taxi Driver line. There’s no official brand hex, and we reproduce no crate or logo — these tones are an unofficial interpretation. This is design commentary and does not promote any product.)

Diggs lives in a modern-clay palette. Click a swatch to copy the hex.

Diggs’ identity is modern, clean and safety-minded — a clay, an ink, a slate, a steel, and a chalk. The palette leans modern clay — the register of a considered, product-grade object. It signals care and calm rather than novelty. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a modern-clay palette signals product-grade pet design. Diggs’ world is a considered, engineered object. For designers, it is a reminder that combining a real functional improvement — safety — with modern design can be the whole identity, and that a warm, product-grade palette signals both care and quality. Because a clay can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: solve a real problem; make it look designed; keep it calm; and treat any single hex as unofficial.

The register is a modern sans — clean, confident, engineered.

Diggs’ identity carries a clean, confident, engineered spirit — a considered, product-grade object. A tight modern sans captures the mood: it is precise and assured, the register of a design-led product brand. Set in a modern-clay palette, the modern sans feels clean and confident — exactly the personality Diggs carries. It is engineered rather than decorative, mirroring a re-thought crate. (Diggs’ real crate and wordmark are works we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a modern sans spirit,” shown here in a stand-in. The type behaves like the brand: clean, confident and engineered.

Diggs stands for the safety crate.

Diggs is a lesson in pairing a real improvement with design. A modern-clay palette, a modern sans and a re-engineered crate make safety-plus-design the whole brand — clean, considered, product-grade. The engineering is the differentiator. The differentiator is solving a genuine problem — a safer, better crate — and making it look like a modern product.

Put to work, the identity is substance and style together. A designer building in this spirit would start from a real functional shortcoming, fix it properly, and then present the result with modern restraint, so the object earns trust and a place in the home. The lesson Diggs teaches is that a functional story plus good design is a strong position: re-engineering the crate for safety gave it a reason to exist beyond looks, and a clean design language made people willing to have it in the room.

For designers and brand-builders, Diggs offers a clear takeaway: fix a real problem, then design it well. The lessons: solve a real problem; make it look designed; keep it calm; and be honest about the story. It is also a reminder to stay accurate: it was founded in 2018 in New York by Zel Crampton, its signature is the Revol crate, and it is independent and venture-backed — the palette here is an unofficial interpretation. And it is a reminder to be careful with safety claims: its Passenger carrier is certified by the Center for Pet Safety, so we tie certification to that product and present the crate’s safety as the brand states it, rather than overclaiming. It is a reminder, too, that made-where honesty means admitting the unknown: because Diggs discloses no manufacturing country, we say so rather than assume. Diggs made the safety crate the brand — proof that safety-plus-design can be the difference.

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