Supercheap Auto
MAUD, 2022
Supercheap Auto is Australia’s leading automotive parts and accessories retailer with more than 340 stores across every Australian state and territory. For more than 50 years, the business had built its reputation on helping people maintain, repair and improve their vehicles. But the relationship people had with their cars was changing.
Working closely with The Monkeys, we helped Supercheap Auto respond to that change and redefine its role for a new generation of customers. And so Make It Super was created, a platform that broadened the brand’s relevance from committed car enthusiasts to anyone who cares about their vehicle.
Working with this new platform we created a brand that felt bigger, bolder and more confident wherever it appeared.
The logo was redrawn and modernised, typography became unapologetically oversized, breaking through the boundaries of formats, highly crafted renders elevated everyday automotive products, making the practical feel impressive and the mundane monumental. Across the retail environment, scale, repetition and confident graphic interventions created a louder and prouder customer experience.
