Overview

Coupla Threads is an apparel brand blending iconic logos with Australian humour to create culturally resonant and visually bold designs. The project combines a relaxed, nostalgic vibe with a playful edge, connecting with its target audience of young, laidback Australians.

Role

I was responsible for creating the visual identity, including branding, apparel illustrations, photoshoot art direction, and marketing materials such as digital ads and posters. I also led the conceptual development of parody-inspired designs for T-shirts and hoodies.

Challenge

The challenge was to develop a cohesive identity that fused the brand’s cheeky, culturally grounded humour with aesthetics inspired by high-end fashion, ensuring strong appeal to the Australian youth demographic.

Solution

I crafted a vibrant, sun-soaked visual identity featuring deep, bold colours and vintage-inspired typography. Custom illustrations and apparel designs reimagined recognisable logos with Aussie cultural references, such as "Noice" nodding to Kath & Kim. Styled photoshoots captured the brand’s humour against quintessentially Australian backdrops, including backyard Hills Hoists and milk bars, reinforcing its playful yet nostalgic identity.