Spoonful Magazine
Branding System
Spoonful was an independent quarterly magazine and high-quality cookbook in one, which celebrated home cooks and gatherings. During its six issue run, I was the Art Director and sole designer in charge of spearheading the visual look of Spoonful.
SCOPE
— Art Direction
— Discovery & Strategy
— Logo Suite
— Color
— Typography
— Brand Guidelines
— Package Design
— Icon Set
— Editorial Layout
— Social Media Collateral
— Business Cards
PRIMARY LOGO
TAGLINE & ICON
LOGO & TAGLINE
LOGO & typographySince Spoonful celebrated home cooks and gatherings, we wanted to emphasize the idea of the imperfect cook.
Cooking can be messy and I wanted to reflect this idea through our photography and type treatments. I wanted to incorporate a rough hand drawn logo paired with the clean Oswald for the tagline to create a nice contrast.
Each magazine spread would continue this theme by pairing rough illustrative elements with easy-to-read type treatments for the body copy using the classic the typeface Baskerville and the inviting Gotham.
A set of custom icons was created to categorize different recipes throughout the magazine.
SOCIAL MEDIA TREATMENTS & PROFILE PICTURES
