In their own words
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.
Articles & interviews6
- "Suupaa's Unique Brand Identity: A Blend of Eclectic Typography and Restraint"
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 Redefines Great Wrap with Fun, Sustainable Branding"
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.