Superfly draws its name and inspiration from this culture, reimagining the concept of the ‘fly restaurant’ for a new generation of diners. Located in the heart of Australia’s bustling Sydney CBD Westfield shopping centre, Superfly brings this spirit into the city’s most fast-paced, high-traffic environment. The brand positions itself as both homage and evolution, honouring traditional recipes while translating their vibrancy into a contemporary, high-volume setting.

The challenge was to bridge cultures and expectations: how to retain the intensity and authenticity of Sichuan street food, while presenting it in a way to feel fresh, modern, and instantly engaging for a diverse metropolitan audience.

The creative direction focussed on this tension between old and new. The name Superfly extends beyond its playful tone; it marks a clear departure from convention while anchoring the brand in storytelling. Visual identity draws from the visual chaos of Sichuan’s streetside eateries, but channels it through a refined, deliberate lens. Traditional Chinese motifs are paired with modern typography and production techniques, balancing grit with polish.

A distinctive deep royal blue was chosen as the core brand colour; strategically selected to challenge Western associations of Sichuan cuisine as purely spicy or inaccessible. It introduces calm and confidence, while subtly repositioning the cuisine as layered, nuanced, and approachable.

From naming and logo design to signage, packaging, and high-impact stall visuals, every brand touchpoint reinforces this dual narrative: heritage and innovation. Superfly doesn’t dilute the essence of Sichuan cuisine; it reframes it. The result is a brand capturing the soul of a food culture, delivered at scale and with clarity in one of Australia’s most dynamic retail spaces.