Overview

SuperRad is a snowboarding goggle brand concept exploring how a bold, youth-driven winter sports brand can be built from the ground up. The project focuses on combining high-performance goggle technology with unapologetically bright color, graphic patterns, and expressive visual storytelling to create a brand that stands out on the mountain.

Objective

The objective is to design a cutting-edge goggle brand that challenges the muted, utilitarian aesthetic common in snow sports. SuperRad aims to deliver premium performance—through magnetic lens systems, impact-resistant optics, and rider-focused comfort—while embracing loud design, affordability, and creative self-expression.

Brand Positioning

SuperRad is positioned as a vibrant, design-forward snow goggle brand built for riders who want performance without conformity. The brand represents confidence, energy, and individuality—appealing to snowboarders and skiers who value innovation, bold aesthetics, and gear that reflects their personality as much as their riding style.