BFI Riverfront Restaurant & Balcony Bar

Brand, design and visual direction

A central design challenge was achieving the right balance between two brand identities. BFI Riverfront has its own distinct personality – relaxed, cinematic, South Bank – but the site also needed to feel part of a wider, recognisable Benugo family. Our design approach creates a coherent visual language that gives BFI Riverfront genuine individuality while maintaining alignment with Benugo’s broader brand, conveying quality, warmth and a commitment to exceptional food experiences.

The design is built to showcase imagery. Generous whitespace and a carefully considered typographic hierarchy ensure that food photography and atmospheric interior shots take centre stage, communicating the quality and feel of the venue alongside clear, value-driven messaging.

The whole site is designed with conversion in mind – drawing visitors in and keeping them exploring, whether they’re discovering the menu, considering a private event, or simply being enticed through the door.

Two primary user journeys were identified from the outset: booking a table, and enquiring about a private event. Prominent, contextual calls to action guide users towards these goals at every stage – without feeling transactional or interrupting the visual experience.

Fully flexible WordPress build

The site was built on WordPress with flexibility as a guiding principle throughout development. Designed to minimise the need for developer involvement, we created a content management experience that genuinely empowers the marketing team to be agile and responsive.

New events, seasonal menus and promotional offers can be added and published quickly, with key areas such as What’s On and Celebrations & Events structured to make content publishing simple and intuitive – so the website can move in step with the venue’s programme.

Technical SEO: Building authority from day one

The site is well-positioned to build organic search visibility from launch, laying the groundwork for BFI Riverfront to become the go-to digital destination for anyone searching for exceptional food, drink and events on London’s South Bank.

The build follows technical SEO best practice throughout – including clean semantic HTML, optimised Core Web Vitals, structured metadata and schema markup. A well-planned site architecture, XML sitemap and Search Console configuration ensure the site is ready to perform from day one.

The BFI Riverfront website is a platform built for the long term: visually compelling, commercially focused, and highly manageable day-to-day. It leaves visitors in no doubt about what makes this venue special, and makes it as easy as possible for them to visit.

The BFI Riverfront website is a platform built for the long term: visually compelling, commercially focused and highly flexible and manageable day to day. It leaves visitors in no doubt about what makes this venue special – and makes it as easy as possible for them to book a table, plan an event, or simply find their way through the door.