SUPA BĀGĀ

Brand design for SUPA BĀGĀ, a Japanese burger shop in Southbank, Melbourne. Rooted in 90s Japanese retro games and kaiju culture, the logo design features a pixel-art monster letting out a roar, “gā”, and the identity carries through to packaging and menu design.

The project began with an idea from Ryo Northfield, who is also a chef at Sara Craft Ramen & Bar: to open a Japanese burger shop. Meetings with co-owner and brand strategist Richard Wu, together with the marketing strategy from Roslyn Foo, CEO of Glamorazzi, set the direction for the brand and its colours: sleek, simple and modern, with a Japanese soul.

SUPA BĀGĀ spells “super burger” the way it sounds in Japanese, and in Japanese a monster's roar is written “gā”. That shared sound became the core of the visual identity, a modern rebuild of 90s Japanese retro games and kaiju culture. The macron over each Ā doubles as the monster's roar and gives the wordmark its rhythm, while the mark holds two silhouettes at once: a creature's head and a burger.

Vivid orange with black and white makes a three-colour palette. Sleek, simple and Japanese without tipping into nostalgia, the identity carries through packaging, the menu and the shop's tools.