Soup Athletica

2020–2024
Creative Direction, Brand Design & Content Production

Soup Athletica was an Australian-based creative collective working at the intersection of cycling, tourism and lifestyle. Specialising in online publishing, co-branded collaborative projects, events, publications and apparel.

The 2021 brand refresh signaled the “Final Act” of the Soup-cinematic-universe, and channels the Viennesse Secession through intricate pattern work, curved lines to reference the natural world and physiological movement on the bike, and a strong, contrasting colour palette.

Conceptually, the positioning of the collective in this final act was an embrace of the arts and crafts movement and community building through widely collaborative projects, cycling events, art exhibitions, and by taking a hand-made driven approach to the design and production of technical and lifestyle apparel.