2025 Gallery
Winner: Best Identity Design
A Friend of Mine for Suupaa
Shop 1/65
Dover St
Cremorne, VIC
Suupaa is a fast-casual Japanese eatery and konbini (convenience store) in Melbourne. Its identity reimagines Japanese convenience store culture through a local lens—bold, eccentric, and refined. The brand balances playfulness with precision across signage, packaging, menus, and more, creating a cohesive and memorable experience.
Jury Citation
The winner of Best Identity Design, Suupaa, impressed the jury with its extraordinary depth and consistency across every branded touchpoint, from shopping carts and product packaging to uniforms and even a silver ramen cup. The identity is bold, cohesive and deeply authentic, managing to feel premium without sacrificing the spirit of a Japanese canteen. Every element is highly considered, yet playful and unexpected, creating a memorable experience that feels fresh and distinctly Japanese. Despite the utilitarian nature of the setting, the design draws you in and makes you want to engage – eat, shop and explore. It’s an identity that not only stands out visually but also enhances the customer experience at every level.
