Two core themes guided the development of the brand: an unwavering focus on seasonal, locally sourced ingredients, and the cultural and architectural significance of the gallery itself. Housed in a space conceived by Damien Hirst and rooted in contemporary art, the restaurant needed a visual identity that honoured its creative context.

We leaned into a sketched aesthetic, which is honest, expressive and evocative of the first spark of an idea. This look mirrored not only the artistic process but also the beginning of a dish or a menu.

To balance the vibrancy of the gallery’s interiors, the visual identity is intentionally monochrome. This allowed us to reflect the clean, modern nature of Pario’s British menu while ensuring the brand could coexist harmoniously with the colourful, Hirst-designed surroundings.

The final identity system is understated yet rich in texture, living across every touchpoint, from aprons and menus to the restaurant’s website and digital platforms. The result is a brand that feels thoughtful, contemporary, and completely at home within one of London’s most inspiring creative spaces.