Brand Identity | Packaging Design | Art Direction | Marketing Design
My Role
Brand Designer (Agency Team) Contributed to visual direction and played a key role in the rollout of the packaging system and development of supporting brand guidelines.
The Context
Supertee is a premium rugby kicking tee brand established across New Zealand and Australia, with growing ambitions for international expansion. As the product range evolved, clarity became a key challenge, with multiple tee variations designed for different playing styles, customers often found it difficult to quickly identify the right product at shelf. At the same time, the brand was looking to strengthen its global positioning within a competitive sports retail market.
The Opportunity
To refine and elevate the brand for a global audience while creating a clear, structured packaging system that improves product understanding and shelf navigation. The goal was to balance premium brand presence with functional clarity, making it easier for customers to choose the right product quickly and confidently.
What I did
Conducted competitor and category research to inform packaging strategy and visual direction
Contributed to the development of the overall visual identity system alongside the design team
Art directed and collaborated on a product photoshoot to capture high-quality imagery for packaging and marketing use
Designed a set of functional illustrations to clearly differentiate each tee and support quick product understanding
Developed a colour-coded system across the range to improve product clarity and shelf navigation
Designed packaging layouts incorporating imagery of Dan Carter as a focal point to reinforce credibility and brand recognition
Rolled out the final packaging system across the full product range
Produced brand guidelines to support consistency across future global applications
Outcome
A cohesive and premium packaging system that supports Supertee’s transition into a global market. The updated system significantly improved product clarity at shelf, enabling customers to more easily identify the correct tee for their playing style. A combination of structured colour coding, clear illustration, and strong brand imagery created a more confident and recognisable retail presence. The final system and guidelines provide a scalable foundation for continued international growth and consistent brand application.