SUPPLY
SUPPLY is a leading Australian select retail store founded in Sydney by Shawn Yates 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
BRIEF
Australia is a mature streetwear audience, in a booming global market for niche brands and limited release products. Against a crowded local market of mid-tier retailers and an exploding ecosystem of online resellers, SUPPLY is part of a small global cohort of stores selected to manage and retail limited edition releases and raffles.TRiC were tasked with ideating Low, Medium & High impact entry points for the SUPPLY brand to drive community and reach beyond their two brick-and-mortar stores in Sydney and Melbourne. Any approach to digital needed to feel authentic to the brand in order to connect with a diversified audience who share a genuine interest in culture, music, sport and design. Building awareness of SUPPLY as retailer for limited edition Nike raffles, would also enable emerging streetwear customers to access product first hand in Australia at retail price, prior to hitting the reseller market, or missing out entirely.
RESPONSE
Following an extensive brand audit, strategy ideation and blue-sky thinking in collaboration with Nike, digital entry points were prioritised for development. The first task was to build a digital brand identity and proprietary brand language that would allow for the establishment of a bedrock approach to online and social channels.
The logo was optically corrected, and paired with a more vibrant digital blue for greater impact. The existing brand typeface was replaced with Courier Prime, and a secondary grotesk typeface was introduced for hierarchy. TRiC then developed SUPPLY STENCIL; a custom typeface which took inspiration from both Shawn’s involvement in early metal zines and tape trading, and the history of stencil aesthetics in punk and hardcore. With these five core brand elements, guidelines for application, social templates and website design could begin.
SUPPLY handles a consistent churn of third party campaign imagery, presenting an opportunity to increase SUPPLY’s own presence in social channels. TRiC identified a selection of ongoing content pillars such as Raffle Launches, Collection Drops and Collaborations, developing template styling with typeface hierarchy and image treatments. Consistent application of brand enables two outcomes; the ability to stamp an aesthetic across disparate imagery in both paid and organic posts, as well as effectively signal to a passionate raffle audience the commencement of upcoming launches.
OUTCOME
The development of a digital brand identity re-establishes and strengthens SUPPLY’s legacy for growth in the digital space, and extends the offline culture of the brand which currently manifests in store and at associated events to a wider reaching online community outside of Melbourne and Sydney. With the approach for digital entry points into the brand now defined, SUPPLY is well positioned to develop further touch points in the future.
CREDITS
Photography: Courtesy of Supply
Typography: SUPPLY STENCIL (TRiC), Courier Prime, Neue Haas Grotesk
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