BRIEF
The brainchild of Melbourne cheese professional Jeremy Spradbery and his wife Lucy, TRiC were tasked with creating a distinctive identity for SUPERCHEESE, unlike anything else in the cheese world. The unique name came with a unique story, derived from a series of Lucy’s family movies created on Super 8 film in the late 1970s and early 1980s. SUPERCHEESE was a superhero character who would magically appear to give superpowers through a piece of Bodalla cheese.
RESPONSE
Taking influence from both the world of superheroes and the irreverence of European shop signage, we looked to create a unique visual language reflective of the shop’s energetic and distinctive personality.
At the core of the identity is a super fun, expressive custom logo, featuring custom oblique letterforms, rounded and generous in proportion to convey a sense of movement, excitement, and dynamism. Complemented by minimal typesetting and a distinctive green, representing the pastoral beginnings of dairy, the graphic elements create an unexpected visual language for a cheese shop.
Macro photography of cheeses, artfully arranged to enhance the textures, colours, and intricacies of each variety bring life to the bold graphic language of the brand.
OUTCOME
The identity stands SUPERCHEESE apart in the cheese world, establishing it as a distinctive icon in the local community.
