The Magazine

Brand identity application

Brand identity application and brand collaterals for The Magazine, the Serpentine Galleries’ restaurant in Hyde Park, London.

In 2021, Benugo relaunched The Magazine and introduced a state-of-the-art Climavore menu.

Climavore is a new form of eating that responds to human alterations of the climate. Following its principles, the menu highlights ingredients that enhance water quality and have a regenerative effect on the environment.

I was tasked with creating the restaurant’s logo design and primary brand collaterals applying the Galleries’ visual identity guidelines.

The logo is set in the museum’s bespoke typeface Platanus and incorporates a water-like icon from the identity’s glyph set, referring to The Magazine’s Climavore principles.