Was it difficult translating the look and feel of Cereal to Guided?
When we were travelling for Cereal, we always went to places and we would Instagram, Tweet and capture those places so we already had the vision of what we wanted it to look like. For volume four of the magazine, we transitioned into complete travel and lifestyle from just food and travel, and the guides came very organically from that transition. We launched the ten online guides initially and then we've been adding one approximately every month since.
How does the design for new printed guide differ from the magazine?
It follows the art direction of the online guides much more. Although it has a similar feel to Cereal, it has its own identity, set of fonts and colour palette. You can see it stands completely separately. As with Guided, the printed London edition is mainly image-led, with only the essential information in very short captions. It allows people to discover the place themselves in their own time. As with Cereal the design is very pared-back, classic and has a neutral colour palette. I think if people like the design of Cereal, they'll like that of the guide.