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Sweet Axe Throwing Co.

Visual Identity

Sweet Axe Throwing Co. do exactly what the name says, they throw axes at targets, hitting 'sweet' spots and trying to snap-up that elusive bulls-eye.


Based in Wellington, New Zealand, Sweet Axe host solo and group sessions, classes, Christmas parties, team building and corporate events, and more. Sweet Axe also lead the way, pioneering New Zealand's premier axe throwing League.


The brief was to create branding, direct a photoshoot, and a range of illustrations to be used in the venue, on shirts and anywhere in between.

The owner has a great love for Teenage Mutant Ninja Turtles and it was a must that purple and green colours be used throughout, as well as the hand holding the axe.

I wanted to ensure that the brand was not too macho and encourage a broader variety of people to attend an axe throwing session. The design needed to be on trend and in tune with alternative culture, and age well, as to not look like a past fad in many years to come.

Inspired by weathered wood from countless axe sessions and sailor tattoos, the branding breathes a new life into a previously very macho focused sport, with a design that is effortlessly cool, suitable, and welcoming to everyone.

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