Le Menu: Freshly arranged by Beling Thoenen Design
Le Menu, one of the country's leading cooking magazines, is launching a new look this week. The Zurich-based editorial and digital agency Beling Thoenen Design has taken on the redesign.
"Le Menu - so kocht die Schweiz" has been on the market since 1998 and is well established as a treasure trove of tips for everyday and family cooking: The circulation of 73'000 copies (D/F) testifies to the market's need for a cooking magazine for practical use that is consistently local and seasonal.
"We wanted to make the magazine look more seductive and also appeal to a new generation of 'foodies' for whom seasonal, fresh cuisine is part of everyday life," says Nina Thoenen of the thinking behind the relaunch. In close cooperation with the editorial team, the agency not only revised the typography and design, but also the image concept and magazine dramaturgy. New are atmospheric, sensual food and reportage photographs, supplemented by food illustrations with a lot of attention to detail. Ulrike Beling: "The visual concept places equal emphasis on information and enjoyment, and inspires fun cooking with local products."
For the new concept, Ulrike Beling and Nina Thoenen brought their extensive knowledge in the field of lifestyle and culinary to bear, gained in redesigns of the Schweizer Illustrierte with their spin-off "Al Dente", as well as with the creation on Andreas Caminada's bi-annual magazine.
About Beling Thoenen Design
The core business of the agency, founded in 2003, is the conception of magazines, apps and books. For the Zurich publishing house Ringier, Nina Thoenen and Ulrike Beling created the visual concept for the magazines SI Style, Schweizer Illustrierte, Gruen and Landliebe. In addition, Nina Thoenen and Ulrike Beling are lecturers at the ZHDK in the Cast/Audiovisual Media course and were awarded the "Best of Swiss Apps" award in the "News" category in 2013.
