Supply first opened in 2002, in inner city Darlinghurst, Sydney. Known for its offering of niche streatwear brands, Supply has since built a worldwide reputation for introducing and supporting independent and global brands, artists, musicians and designers in the Australian market.

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.

Creative Direction
Custom Typeface

Photography: Courtesy of Supply
Typography: SUPPLY STENCIL (TRiC),  Courier Prime (Alan Dague-Greene), Neue Haas Grotesk (Max Miedinger & Eduard Hoffmann)