Superfly looks to bring the authentic cooking from these local restaurants to a contemporary setting. Adding ‘super’ to fly, there is a juxtaposition of old and new; old recipes in new locations.
We tied this story into Superfly’s identity, infusing traditional Sichuanese imagery with modern printing techniques. Blue was chosen for the brand colour as this style of cooking is thought of by Westerners as being overly spicy rather than complex with flavour.
One of our challenges was to show a new market that this cuisine is approachable. Superfly’s story is brought to life through naming, logo creation, visual identity, signage and packaging.
Mouth-watering aromas of Sichuan cuisine fill its bustling streets, as well as the lively buzz of conversation and music from local tea house operas. Look a little closer and you’ll find a “fly restaurant”, where real Sichuanese food comes from – dubbed “fly restaurants” by locals as they are often impossible to find, cramped and outdated, but full of irresistibly flavoursome dishes which make people swarm like flies.
These hole-in-the-wall kitchens with seating that spills onto the alleyways are run by chefs who master authentic Sichuan dishes that embody the soul of Sichuan cooking.
Signage and Wayfinding
Photography Art Direction
Point of Sale