SUPERNORMAL LOBSTER BOX

Supernormal came to us wanting to develop bespoke packaging for their infamous lobster roll. To be launched of Supernormal Natsu at NGV Triennial and subsequently used for takeaway orders thereafter.

In collaboration with Studio Round we were briefed to design a box that firstly preserves the lobster roll for takeaway and secondly add some theatre to the experience. We wanted to replicate the excitement of when you receive a lobster roll dining at Supernormal.

Details and cues from Supernormal’s branding were incorporated into the design, with the lobsters pincers details from within their cherry logo.

The inner tray references the cloud icon and was produced for speed in assembly processes, and provides walls and step tabs to hold the lobster roll centred within the box.

Produced from a food grade board with a 1 colour print, after the setup/die charges, the overall unit cost of the packaging is quite low which works well with the restaurant’s food costs.

We came up with the concept to open the box like a lobster tail, the roll’s main ingredient, adding crocodile tear perforations for ease of opening, and creases to create a curved tail. Constructed with a crash bottom allowed us to consider the restaurant staff ease of assembly efficiently.