Balancing the Yang with the Yin.

TL/DR: Creative systems thinking

Brand Challenge

SuperFeast had strong products and a loyal community but lacked cohesive brand positioning, persona alignment and a storytelling system.

Strategic Shift

Move from scattered marketing assets to a unified creative system connecting product education, UX, and brand voice.

Design Execution

• User Experience and Shopify UI redesign
• Product storytelling framework
• Design system for internal team
• Marketing creative and messaging alignment

Outcome

A clearer brand narrative and scalable creative infrastructure.

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-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 surprsed 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

- 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.