Fall 2024
Concept
Food is everywhere, and versions of dishes can vary from place to place. With the rise of social media and people connecting with cultures outside their own, there is a problem of appropriation and appreciation. People make dishes without understanding the culture or history of them and alter them in a way that might offend certain people. Approach
Identify a list of words that describe the publication, along with developing a name that resonates with the publication.Understand
Developed a list of words to describe what the publication represented, like Diverse, Bold, Soulful, and Versatile. Explored the idea of a wordmark that took inspiration from the traditional Chinese signature stamps called a 印章 (yìnzhāng) or seal.Target Audience
Created an idea of who readers might be, which allowed me to focus on what type of elements, language, and people they would be interested in.
Asian americans
Home cooks with a passion for learning
Curious people
Wordmark
Final Wordmark
Illustration
Created original illustrations for ingredients to represent how our food comes from the earth, then to our plates, and back to the earth.
Layout process
The final layout makes the hand-drawn images the focus and lets the food speak for itself.