Magpie Studio has created the branding for cocktail bar Seed Library, creating a visual identity to match the ‘lo-fi analogue’ vision for the bar.
Seed Library, which is based in the basement of One Hundred Shoreditch (Formerly Ace Hotel), is run by Ryan Chetiawardana — better known as Mr Lyan — who Magpie says is “often referred to as the world’s best bartender”. His first bar, White Lyan, opened in London in 2013 and explored sustainability and waste-reduction through using no perishables, fruit or ice. He then went on to launch a series of bars around London, as well as in Washington DC and Amsterdam, including Super Lyan, Dandelyan, Cub, Lyaness, and Silver Lyan.
Magpie has previously worked with Chetiawardana on projects including theidentity for Dandelyan and Super Lyan, which scooped the agency a D&AD Pencil in 2020. The studio worked closely with Mr Lyan and hospitality company Lore Group on the Seed Library project, starting work in September 2021, with the bar opening in late February this year.
The small copy that intertwines the patterns is an excerpt from a section about black holes found in Einstein’s Theory of Relativity, a nod to Chetiawardana’s scientific background. The wordmark uses the typeface Ambit by CoType, a modern take on classic sans serif fonts. “It felt fitting with the modernisation of the patterns, it felt like it had just enough character,” says Christie. The vibrant orange colour palette was chosen to amplify the warmth of the interiors while also feeling fresh and modern, and standing out in the low lighting. The interiors for Seed Library were designed by architect, designer and Lore Group creative director Jacu Strauss.