Soup Athletica
Brand Identity, Content Production & Creative Direction
Founded in 2013, Soup Athletica was an Australian-based creative collective that worked at the intersection of cycling, tourism and lifestyle. Specialising in online publishing, co-branded collaborative projects, events, publications and apparel, the collective published content outside of Australia in Asia, Europe, and North America, and executed projects alongside brands and organisations including Rapha, BMC, CyclingTips, AusCycling and Ride High Country.
The 2021 brand refresh marked the beginning of the long-envisioned “Final Act” of the Soup Athletica story, built on a mission to celebrate stories of community, adventure, and triumph on two wheels, in all its diverse forms. Chanelling the spirit of the Arts & Crafts movement, Soup Athletica had community building at its core through wildly collaborative and experimental projects, cycling events, art exhibitions, and a handmade approach to the design and production of technical and lifestyle apparel.
In keeping with the Arts & Crafts philosophy, the refreshed visual language channelled the Viennese Secession through curved lines that referenced the natural world and physiological movements of cycling, a strong brand-led colour palette, and pattern work. The connection to cycling was made through collages incorporating elevation graph silhouettes, building a layered visual direction.
Soup Athletica x REPETE.cc
Soup Athletica were commissioned by Prague-based bicycle maker REPETE to assist in the relaunch of their brand and the launch of their custom paint program titled “Decode Your Individuality”. Through this project, three concept bikes (Repete Verne G2) were brought to life via teaser content during COVID lockdowns in 2020, a dedicated campaign, and using collaborative content, including curated playlists, interviews, and ride guides to showcase the bike, build community, and reintroduce REPETE’s mission and unique voice in the bikemaking space. Soup Athletica acted as global ambassadors for the brand during the relaunch and introduced REPETE to its first market outside the EU through B2B and B2C channels.
Soup Bæs CX
Existing under the Soup Athletica umbrella, from 2017 to 2021, Soup Baes CX competed in state and national-level cyclocross and mountain bike races, documented, and hosted or co-hosted off-road cycling events. In their debut season, the team acted as key ambassadors and community storytellers for CyclingTips’ membership platform VeloClub, and commenced a three-year collaboration with Hells 500 on their annual Ol Dirty event. Each season was marked by a new race uniform, teamwear and tone of voice to match the much more energetic atmosphere of the cyclocross and mountain biking communities.
Racing across Victoria, South Australia and New South Wales, the team was awarded more than 20 race wins, 7 state titles and 1 national title.
Racing across Victoria, South Australia and New South Wales, the team was awarded more than 20 race wins, 7 state titles and 1 national title.
Apparel
Brand Identity
Campaigns
Content Production
Creative Direction
Digital
Event Coordination
Exhibition Design
Graphic Design
Illustration
Packaging
Photography
Strategy
Videography
Website Design & UI
Website Development
ADDITIONAL PROJECT CREDITS
Pedla (Cycling Jersey)
REPETE (Bicycles)
Founded in 2013, Soup Athletica was an Australian-based creative collective that worked at the intersection of cycling, tourism and lifestyle. Specialising in online publishing, co-branded collaborative projects, events, publications and apparel, the collective published content outside of Australia in Asia, Europe, and North America, and executed projects alongside brands and organisations including Rapha, BMC, CyclingTips, AusCycling and Ride High Country.
The 2021 brand refresh marked the beginning of the long-envisioned “Final Act” of the Soup Athletica story, built on a mission to celebrate stories of community, adventure, and triumph on two wheels, in all its diverse forms. Chanelling the spirit of the Arts & Crafts movement, Soup Athletica had community building at its core through wildly collaborative and experimental projects, cycling events, art exhibitions, and a handmade approach to the design and production of technical and lifestyle apparel.
In keeping with the Arts & Crafts philosophy, the refreshed visual language channelled the Viennese Secession through curved lines that referenced the natural world and physiological movements of cycling, a strong brand-led colour palette, and pattern work. The connection to cycling was made through collages incorporating elevation graph silhouettes, building a layered visual direction.
The 2021 brand refresh marked the beginning of the long-envisioned “Final Act” of the Soup Athletica story, built on a mission to celebrate stories of community, adventure, and triumph on two wheels, in all its diverse forms. Chanelling the spirit of the Arts & Crafts movement, Soup Athletica had community building at its core through wildly collaborative and experimental projects, cycling events, art exhibitions, and a handmade approach to the design and production of technical and lifestyle apparel.
In keeping with the Arts & Crafts philosophy, the refreshed visual language channelled the Viennese Secession through curved lines that referenced the natural world and physiological movements of cycling, a strong brand-led colour palette, and pattern work. The connection to cycling was made through collages incorporating elevation graph silhouettes, building a layered visual direction.
All content and projects existed within one of three channels – Adventures, Races, or Cruises. Each of these three channels had its own colour scheme, drawn from the brand-led palette, while the communication was driven by the more expansive content-led palette, allowing seasonal, contextual, and visual flexibility. This allowed content categories to be easily identifiable on socials, the Soup Athletica website, or at in-person events.
Photography-heavy creative work was complemented by shape, colour, composition, and simple gestures of motion and interactivity to strengthen storytelling, with previously published works “remastered” and enhanced.
Photography-heavy creative work was complemented by shape, colour, composition, and simple gestures of motion and interactivity to strengthen storytelling, with previously published works “remastered” and enhanced.