SUPPLY
SUPPLY is a leading Australian select retail store founded in Sydney in 2002. Specialising in streetwear and known for its niche offerings, SUPPLY has established a strong reputation for supporting both global and independent brands, artists, and designers in the Australian market while maintaining a distinctive DIY ethos.
SERVICES
Animation
Brand
Creative Direction
Consultancy
Custom Typeface
Digital
Identity
Strategy
Having known and worked closely with Supply founder Shawn Yates over the past ten years on a number of smaller projects, when we were approached to work on the expansion of Supply’s marketing and digital presence, we suggested first re-establishing the bedrock of the Supply brand.
Our approach was to retain and highlight the legacy of the Supply brand, and elevate it to have a more recognisable proprietary brand language and digital presence. With only a logo, a shade of blue and a single typeface, the brand had managed to have a large impact as the top streetwear store in Australia.
Through an extensive brand audit and some blue-sky thinking in collaboration with Nike, we gently reworked the core brand elements to be more suitable for the digital space by optically correcting the brand logo, shifting hue to a more vibrant digital blue, and updating the brand typeface to Courier Prime. We then added a grotesk typeface to be used in combination with a custom typeface, developed inhouse at TRiC.
SUPPLY STENCIL took inspiration from Shawn’s involvement in streetwear, early metal zines, tape trading, and the history of stencil aesthetic in punk and hardcore.
The resulting brand strengthens the legacy and presence of Supply as Australia’s original and leading streetwear store.
CREDITS
Photography: Courtesy of Supply
Typography: SUPPLY STENCIL (TRiC), Courier Prime (Alan Dague-Greene),
Neue Haas Grotesk (Max Miedinger & Eduard Hoffmann)
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