Brand Identity & strategy

Supa Phat Case Study

1 — About the Project

Supa Phat is an Australian martial arts brand focused on high-quality Muay Thai gear, including gloves, wraps, and training equipment.

I worked on the brand identity and strategy, repositioning the business from an early-stage concept into a more defined and scalable brand within the fighting industry. The approach combined strategic direction with a refined visual system designed to stand out in a highly competitive and loyal community.

2 — The Challenge

Supa Phat wasn’t starting from zero, but t

he existing brand lacked clarity, consistency, and long-term direction. The logo had been created quickly, and the brand didn’t yet reflect the quality or ambition behind the product.

The challenge was to move beyond a surface-level redesign and build something more intentional a brand that could hold its own within the Muay Thai space, where loyalty, identity, and perception play a huge role.

It also needed to balance multiple audiences, from dedicated fighters and gyms to a growing market of women in the sport, while still feeling authentic and credible.

3 — The Process

Before exploring visuals, I worked closely with the founders to understand the core of the brand — their background in martial arts, their long-term vision, and how they wanted to show up in both B2B and direct-to-consumer spaces.

This helped define who the brand was for, what it stood for, and how it should communicate within a tight-knit and highly opinionated community.

The brand was shaped around performance, credibility, and inclusivity. It needed to feel strong and established, without becoming generic or overly aggressive; something that could resonate across different levels of athletes.

The identity system was designed to be bold, flexible, and highly usable across physical products and digital touchpoints.

A suite of logo variations was developed to ensure the brand could adapt across gloves, wraps, apparel, and print applications without losing consistency. Multiple colourways were introduced (including black, white, orange, and blue) to allow flexibility across product ranges while maintaining a recognisable core identity.

Close attention was given to print and production outcomes, refining the assets to ensure quality and consistency across real-world applications.

4 — The Outcome

The final result is a more cohesive and scalable brand that aligns with Supa Phat’s ambition and position within the martial arts space.

The identity system allows for flexibility across products and future releases, while maintaining a strong and recognisable presence.

More importantly, the brand now feels intentional, grounded in strategy rather than quick decisions, giving the founders a clearer foundation to grow from as they expand within the industry.