Supernormal Canteen and Cookbook
A city icon turns casual for the southside
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.
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.
“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.”