Magazeeen
Client
Magazeeen
Year
2018
Deliverables
Brand Identity, publication, Digital Design
Industries
Art & Culture
MAGAZEEEN, an independent art, design, and lifestyle magazine, delves into contemporary culture through a creative lens. Its visual identity is centered around a bilingual logotype designed in both English and Persian, reflecting the magazine’s cross-cultural narrative and its commitment to artistic dialogue.
The design approach draws inspiration from geometric abstraction, reducing form to its essential structure to emphasize clarity, rhythm, and proportion. Each typographic element was meticulously refined to establish a visual equilibrium between the two scripts, enabling them to coexist within a shared aesthetic language.
The resulting typographic system exudes precision and expressiveness, while simultaneously embodying timelessness and progressiveness. It encapsulates the editorial ethos of MAGAZEEEN: a platform for creative voices that prioritize experimentation, authenticity, and the pursuit of novel forms of expression.
The visual identity was meticulously crafted to harmonize with the restaurant’s ambiance and the concept of culinary fusion between Eastern and Western traditions. Its objective is to engender a seamless and pleasurable experience, wherein the visual identity seamlessly integrates with the architectural design and the exceptional cuisine.
East by West, a recently established restaurant in Tehran, is conceived around the concept of harmonizing culinary traditions from East to West. The restaurant was founded by a chef whose passion for global flavors inspired a menu that seamlessly blends tastes and techniques from across continents. Complementing its dishes, East by West also offers a curated selection of spices sourced from both regions, celebrating the art of balance and contrast that characterizes its cuisine.
The visual identity of East by West draws direct inspiration from its name. East by West evokes the Silk Road a historic route that connected cultures, flavors, and aesthetics. This narrative serves as the foundation for the brand’s design language. The visual system draws inspiration from the symbolic animals of the two ends of the Silk Road the elephant and the camel representing the convergence of East and West.
The design approach captures this fusion through a contemporary yet culturally rooted aesthetic, combining rich textures, organic forms, and subtle graphic gestures reminiscent of traditional trade routes and patterns. The result is a distinctive identity that embodies movement, exchange, and discovery mirroring the journey of taste that defines the restaurant experience.
Every visual element, from typography to color palette and iconography, was developed to reflect the harmony between contrast and connection: bold yet refined, traditional yet modern. East by West’s identity stands as a visual bridge between cultures, inviting guests to explore the shared beauty of difference through flavor and design.
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