SuperFeast · Brand, story, system, store

Balancing the Yang with the Yin.

Over two years at SuperFeast, my work as Creative Director spanned brand macro-strategy through to production pipeline and asset output. Strategically, I was tasked with extending the range and resonance of the brand - from special-interest niche into mainstream market appeal.

With an emphasis on Human Storytelling, as well as formalising its creative processes and Design System, and refinement of the ecommerce experience across AU and US Shopify stores, brand equity and recall have grown significantly and the messaging has found self-reinforcing cohesion, across retail, wholesale, digital and ecomm.

This is what fractional creative direction looks like from the inside: one senior head across strategy, brand, content, paid and the store, embedded in the team, for as long as it's needed.

TL;DR · The whole case in four cells

Challenge

Strong products and a loyal community, but no cohesive positioning, persona alignment or storytelling system. The ambition was expansion; the brand needed range.

Strategic call

Don't change the brand, complete it. Move from scattered marketing assets to one creative system connecting product education, UX and brand voice.

Execution

Brand Bible and Tone of Voice, a living Figma design system, a documentary series, a paid test-and-learn lab, and a hands-on Shopify UX and code rebuild across two stores.

Outcome

A clearer brand narrative, scalable creative infrastructure, broader audience resonance, and a CEO who says the new direction "utterly transformed our position in market."

Context

SuperFeast is the premium tonic herb company, grounded in Daoist philosophy, with deep roots in the yoga and feminine wellness space.

When I stepped in as Creative Director, Shopify Developer and UX Lead, the brand already had strong foundations: loyal community, high-quality product, and philosophical depth.

What it didn’t yet have was structural coherence at scale. The ambition was expansion. The brand needed range.

The tension

Internally, the philosophy was powerful - resilience, growth, longevity, cultivation.

Externally, the expression leaned predominantly “Yin” - soft, feminine, wellness-coded.

There was nothing wrong with that expression. It simply didn’t represent the full spectrum of what the brand was actually capable of.

Gaps in customer Personas - representing only a fraction of the addressable market
No unified Brand Bible
No formalised Tone of Voice
No living Design System
Increasing creative demand across all channels
Growing technical complexity across Shopify UX

The opportunity wasn’t to change the brand. It was to complete it.

Strategic rebalance

Expanding the energetic range

Rather than pivoting away from the core audience, I introduced balance. The goal was not masculinisation. It was dimensionality.

Defined new brand personas, capturing the performance space, longevity and practitioner psychographics
Retained the original feminine wellness base
Broadened visual and narrative range to hold both softness and strength

The brand moved from a singular tone to a spectrum. Not louder. Larger. Higher.

Codifying the brand

I formalised what had previously lived as instinct: a comprehensive Brand Bible, Tone of Voice, top-line Messaging and narrative structure, as well as a clarified hierarchy.

Then I translated this into a living Figma-based Design System: modular layout architecture, scalable typography, centralised assets, and a clear, robust, yet flexible visual grammar.

This transformed creative from reactive output into structured and passion-led expression.

Identity through story

I conceptualised and launched "The Humans of SuperFeast" - a high-production mini-documentary series spotlighting real customers and their lived experience of cultivating holistic wellness, including with tonic herbs.

The shift was subtle but powerful: from product education to embodied identity. From “why it works” to “who you become.”

Powerful true stories of those who responded with a resounding YES to the call to the Hero's Journey - a model which became central to how we both understood and engaged with our loyal community.

The brand began to feel less like a supplement company and more like a philosophy in motion.

Paid, and paid off

In partnership with our paid ad quants and the sophistication of their data insights, we turned the mysterious Meta black-box algorithm into our own iterative test-and-learn lab.

Casting a wide, divergent net at first, we were often surprised by some of our top performers - encouraging us to lean into our uniqueness, unapologetically, as this approach began to resonate.

Encouragingly, showing up as our cheeky, irreverent, human selves turned out to resonate most.
Only further adding to our unique brand positioning.

Shopify & user experience engineering

Across AU and US ecosystems, I worked hands-on to refine both the aesthetic presentation layer and the underlying code-base architecture.

Cleaned legacy theme architecture
Removed integration conflicts
Stabilised performance bottlenecks
Refined PDP clarity and cart flows
Reduced friction in purchase pathways
Introduced support for post-purchase habit-forming
Stronger repeat-purchase behavior as a result

Result: A modern, fresh, aspirational and frictionless User Experience, across markets and personas.

The outcome

The brand emerged:

Both more coherent and confident in identity
Broader in audience resonance
Stronger in internal creative capability
Cleaner in technical architecture
Elevated in cultural perception
Distinct lift in Brand Equity

End game: more people doing mushrooms and cultivating their superhuman potential.

Testimonial

"Not only did Todd prove our instinct to entrust him with our brand to be well founded, but his bold new direction utterly transformed our position in market. Not to mention he was an absolute pleasure to have as part of our team culture."Maria Collyer, CEO, SuperFeast

Strategic insight

People have evolved a powerful bullshit detector, in response to AI, media white-noise and inauthentic 'influencer' culture.

Add to this, brands which forget that: 'our brand is not what WE say it is, it's what THEY say it is' are dying on the vine of resonance.

Those who show up whole, raw, imperfect, human ? These are the only brands who will earn trust, in the emerging 'Intention Economy'.

After all, from here forward it's going to be about INTENTION > ATTENTION.

Want this kind of coherence?

Fractional creative direction. $900 a day.

A senior creative director in the building for the days you need one: strategy, brand, content, paid and the store, without the full-time salary. Three lines by email to start; I reply in writing within a day.

Tell me what you're building → The two offers