Studio Round

We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

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We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

Supernormal Canteen & Cookbook —

Continuing a relationship with one of Melbourne’s culinary icons through publishing and storytelling

Sector —

Publishing

We helped create —

Art direction, print, identity, packaging, publishing,

We worked with —

Interior architect Zenta Tanaka of Cibi, Restaurateur Andrew McConnell, General Manager Chris Handel, and designer Brittney Wheeler

Supernormal Canteen

 

Andrew McConnell came to us with his plan for a Supernormal located in St Kilda — a casual, south side sibling to his CBD original. Enter, Supernormal Canteen.

We were tasked with creating an identity that would still link to the much-loved city offer but complement the more relaxed atmosphere of the St Kilda restaurant and its surrounds.

Highlighting Supernormal Canteen’s laid-back, playful personality we weaved together references from Japanese pop culture and worked closely with designer Brittney Wheeler to create bespoke wrapping for Supernormal’s much loved lobster roll — iconic packaging for an iconic dish.

With interiors designed by Zenta Tanaka (architect and co-owner & director of Cibi), nods to the original Supernormal identity are felt with quirks such as the floating cloud-like lamps imported from Japan.

Andrew’s vision was for an authentic place that could easily be mistaken for a local Japanese izakaya on the streets of Tokyo — buzzing energy, smoking yakitori and the sweet aromas of whiskey highballs — and that’s exactly what’s you’ll find here.

Above —

Collateral including a custom noodle cup and and take-away box for the famous lobster rolls

Supernormal Cookbook

 

Following the success of Supernormal, Andrew approached us to create a book that shares the inspiration behind the restaurant’s pan-Asian cuisine.

Our approach to the art direction and design of the book was to reflect the personality of Supernormal — juxtaposing the highly considered and crafted Japanese methodology around food and ingredients, with the quirks and eccentricities of Japanese pop culture.

We worked closely with photographer Earl Carter, who even travelled with Andrew to Tokyo to capture those moments that make Japan the weird and wonderful place it is.

This book is not just another cookbook, but a celebration of food, culture and life — a restaurant that has now made its way into bellies, hearts and homes alike.

Above —

Cover and slip-case

“It’s an amalgamation of source and inspiration, traditional and new, memory and experience, all fitting together in a way that, to me at least, seems perfectly logical.”

Andrew McConnell, Executive Chef and Owner of Supernormal and Supernormal Canteen