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.
We were itching to do something creative for a good cause.
One of the biggest personal growth experiences has got to be taking the practice from operating solo to growing the team.
We love it when design dishes up little fun surprises for people to discover.
Articles & interviews
- "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.
- New Branding for Great Wrap by A Friend Of Mine
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.
- Suzy Tuxen reflects on 10 years of running her Melbourne-based studio A Friend of Mine
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.