The constant changing of the seasons inspired the identity of Fera at Claridge’s. The restaurant was all about ‘living dining’, bringing together nature and the creativity of chef Simon Rogan with the flair and refinement of Claridge’s. One of my initial conversations with Simon Rogan and the team involved him talking about his ambition to grow the perfect radish. This story was the source of the symbol used across all of the collateral: the organic rings round in the perfect radish! And it shows the importance of listening to every detail because ideas can be hidden in the most surprising of places.