Shortly after the new Cereal website was launched in May 2017, Rosa commissioned us to redesign the Cereal City Guide books. With a more pressing deadline (in comparison to These Islands), we had just about two and a half months to have the design files ready for print. It had been almost three years since Cereal had launched the city guides, and Rosa and Rich felt it was time for a redesign. The updated city guide we worked on was slightly longer, extending from 128 pages to approximately 148 pages. The additional 20 pages provided the opportunity to include article features and interviews.

Exploring various type treatments and combinations across mock spreads



Each city guide we designed also contains a custom illustrated neighbourhood map spread. The maps were inspired by architectural drawings

We also compared the guide book to music, considering its rhythm and flow. Opening chapter spreads act as a pause; a quiet break between the content

The guidebook ends with three consecutive full page spreads of the LA sunset, a reference to the end of day and the end to the book

Having worked with Cereal in the past, we were able to jump right into the design with a clear understanding of their brand. To begin the design process: we reviewed and analyzed their past city guides; compared them to other existing ones; and noted how typically overwhelming a city guide can be. Pages are usually flooded with information, crammed to fill every inch of real estate. We believed this reality made Cereal’s guide unique, thanks to its simple and clean page layouts; therefore, we wanted the new design to retain these attributes. Cereal’s way of travel is meant to be relaxing and we wanted the guide to reflect this. However, unlike a magazine or coffee table book, the guidebook needed to be robust and useful on the road. With this in mind, we decided to keep the overall structure and feeling, but refine the layout and revisit some elements where improvements could be made.

The venues' intro spread [6] is one area where we spent quite a bit of time on as we found it to be the most important layout in the guidebook. In the previous guide, each venue would have a full title and text page dedicated to the address, phone number, and website. We felt this space could be better allocated to showcase more photos of the venues—providing more examples of the venues to the reader. To allow readers to have easy navigation, we placed the information consistently at the top left corner so it can be easily identified when flipping through the book. A double-page spread template was added for the flexibility of featuring landscape and/or portrait photos. We also considered page colour to provide clearer distinction between sections in the guide book. When the reader observes the edge of the book, they can see the distinction between white pages—representing venues and dark grey pages for the interviews and essays.

  • Print
  • Location
    Bath, UK

  • End, photo 9
  • Graamarkt13, photo 11 (left)
  • Cereal, photo 11 (right)