The Story

Magpie is a restaurant serving up a creative British-style dim sum menu matching influences from all over East Asia. The menu includes wonderful and bizarre ingredients like - Kosho, Fennel Pollen and roasted Miso custard - all curated by the successful duo at Michelin starred restaurant Pidgin, James Ramsden & Sam Herlihy.

The no fuss trolley-to-table menu gave a clear steer for Carrousel to develop a multi-sensory brand identity, with a similar restraint, materiality and discretion. The identity and menus offer subtle character in turn not detracting from the food and focussing more on the experience. The project extended to menus and stationery and business cards.