Coupla Threads, a local clothing label, aimed to inject Aussie sarcasm and cheeky humour into well-known and designer brand logos and iconography. The vision was to create a brand that celebrated Australia's unique sense of humour through fashion.
Coupla Threads was built around the concept of celebrating Australia’s distinctive sense of humour through fashion. Known for their playful takes on iconic brand logos, they needed a brand identity that clearly conveyed this irreverent style while maintaining a polished and professional edge. I was tasked with creating a logo, branding assets, and visual direction that struck this balance and stood out in a competitive market.
I began the process by crafting a brand identity that captured the essence of Aussie sarcasm through custom-designed typography and a bold logo. The visual style incorporated subtle twists on familiar logos and elements inspired by Australian culture, paired with eye-catching, playful graphics. I then art directed a photoshoot featuring Aussie icons like a ‘goon bag’ on a Hills-hoist clothesline and a local newsagent, bringing the brand’s humorous personality to life in a visual narrative.
The resulting brand identity successfully positioned Coupla Threads as a stand-out label in the fashion space. The consistent brand visuals, from apparel design to marketing content, clearly communicate the brand’s quirky personality, resonating with customers and driving engagement.
Coupla Threads has since grown in recognition and continues to appeal to fashion-forward individuals who enjoy their unique blend of humour and style. The strong identity has helped them connect with their audience and build a loyal customer base.
