The Penny Drop

The Penny Drop is a new concept for Box Hill, a vibrant suburb in Melbourne’s East with a strong Chinese influence: a café at the base of the Tax Office building. Beautiful interiors and excellent food and coffee entice the customer to stay for a chat long after they have finished their meal.

The name was purposefully chosen to paint a memorable picture of pennies falling from the pockets of the Tax Office, but more importantly it highlighted the inspired idea to bring a venue like this to Box Hill. A photography style depicting people jumping or dropping became the defining element, complemented by a custom typeface which integrated seamlessly with the art-deco-inspired fitout.

Completed at Pop & Pac
Photography by Mark Lobo