Food Underground

Food glorious food.

Be Friendly was commissioned to activate the entrance to an underground food court in Adelaide’s Myer Centre. Intentionally avoiding 2014’s big trend of eateries taking themselves verrrry seriously, Be Friendly decided to create a super fun and welcoming wall of cuteness.

Loveable and delicious characters are mashed together with custom typography and playful icons into a visually striking, engaging composition. Yeah – it is a jumble, it is a bit chaotic – but so is a food court.

Photography by Jonathan VDK