We were tasked with creating a brand identity that captures the essence of Japanese konbini culture while elevating it to a more refined level, and recontextualising it for an Australian audience.
Tactility predominantly came into play for us through the signage, tabletop caddies (which we custom designed) and greaseproof paper.
Our philosophy for the brand’s typography was to select typefaces that felt like they could exist both in the world of a convenience store but also within more elevated and contemporary spaces.
We were excited to reposition the brand as more than an eco-friendly brand, but also a materials science company that is a game-changer in its field.
These beautiful cylinders were designed and produced by Julia, one of the Co-founders of Great Wrap.
This dual meaning adds a touch of wit, while the playful monogram provides an organic contrast to the bold, editorial type system.
There’s a nostalgic charm to it, but it’s executed in a way that feels very contemporary and suitable to Hommey’s target audience.
It was important to bring an element of fun and playfulness to the brand, and we love it’s squish factor!
The palette uses warm and cool areas of colour to represent the gamut of fabrics, and also has areas of purposeful contrast, millennial flavour and vibrancy.
It felt authoritative but retained a warmth through lively forms and diagonal terminals that resonated with Trellis’ ethos.
A Friend of Mine has created a refined yet playful brand identity for Suupaa, a Japanese-inspired restaurant and convenience store in Australia. The project blends konbini culture with contemporary design through tactile materials, custom illustrations, and a sophisticated typographic system. Collaborating with IF Architecture, More Studio, and 3D2D, the studio achieved a balance of whimsy and restraint that reflects Suupaa’s hybrid offering.
A Friend of Mine developed a vibrant, playful rebrand for Great Wrap, an Australian company producing compostable cling wrap from food waste. The new identity repositions Great Wrap as both a sustainable and science-driven brand, featuring whimsical photography, custom illustrations, and a witty hand-drawn monogram. The project highlights the brand’s innovative product design and fun, approachable personality ahead of its U.S. launch.
BP&O reviews A Friend Of Mine’s rebrand for Australian compostable cling-wrap company Great Wrap, created for its North American launch. The new identity balances playful personality with scientific credibility through bold typography, character mascots, and vibrant color. While the review praises the creativity and humor, it notes a tension between the brand’s playful tone and its material science positioning.
A Friend of Mine created a retro-inspired yet contemporary brand identity for Melbourne cushion company Hommey. The design features playful typography, warm and cool colour contrasts, and friendly illustrated characters that reflect the brand’s approachable personality. The project balances nostalgic charm with modern sensibilities to create a huggable and welcoming identity.
Melbourne-based studio A Friend of Mine developed a 3D-led brand identity for AI company Trellis Data, balancing professionalism with approachability. The project features warm, earthy colors, the Matter typeface, and looping 3D films created with MR.P Studios to humanize the tech-focused brand. The identity reflects Trellis Data’s mission to use AI as a tool for solving human problems.
The Brand Identity interviews Suzy Tuxen, founder and creative director of Melbourne studio A Friend of Mine, reflecting on a decade of running the practice. She discusses the studio’s multidisciplinary approach, notable projects such as Pattern for Yemen and Future Future, and lessons learned in leadership and transparency. The piece highlights the studio’s collaborative ethos and commitment to socially conscious design.