Pop & Pac: Branding for The Penny Drop Cafe
The best café identities don’t just name a venue — they give it a reason to be remembered. The Penny Drop sits at the base of the Australian Tax Office building in Box Hill, and its name is a wink at its own address: the penny dropping from the pockets above. Pop & Pac took that single pun and built an entire identity out of it.
Pennies, as the studio puts it, “provide inspiration throughout.” You can read it in brass menu finishes, in the circular shapes of business cards and coasters, and in bill folders reimagined as leather wallets. The collateral suite runs the full café gamut — a custom typeface, menus, coffee cups, stickers, hoarding and signage — and the coin motif never tips into gimmickry. It’s a confident thread pulled through every touchpoint, from the counter to the street.
About Pop & Pac
Pop & Pac is a graphic design studio based in Melbourne. For more than two decades the team has moved between the Australian and UK creative scenes, sharpening its craft across everything from large international branding firms to boutique design studios. Its clients range from hip eateries and boutique products to full brand implementations for multinationals — and The Penny Drop shows exactly the meticulous, strategic work that range produces.
Sources
