CRAVE MAGAZINE
Publication | Branding | Illustration | Advertising
Crave is a fictional publication that dives deep into the cuisine of culture with each issue focusing on a specified city or region. Within the issue, the reader will come across articles that cover the popular food items of the area, restaurant recommendations, and travel tips for when visiting that region.
The first issue of the publication focuses on Mexico City, and it features a color palette, illustrations, and photography that showcase the food and culture in an energetic and lively manner. All illustrative and iconographic work included in the magazine was created by me.
For this project, I will also share some of my process.
LOGO
My first challenge was to design a logo for Crave that captured the essence of the magazine. I was able to experiment with many ideas and concepts. Ultimately, I decided to create a logotype that emphasized the elegance of the food and the boldness of culture. The final logo features a custom type and a secondary phrase that can be translated to another language depending on the region covered in the issue.
Logo with Language Variants in Spanish and Korean
Logo Sketches
PLANNING THE MAGAZINE
The cover of each issue of Crave is meant to showcase both culture and food. So for the Mexico City issue, it was decided to showcase the ingredients of a popular street food, tacos, in a paper cut style similar to papel picado (perforated paper).
The featured article, A Humble Champion: Mexico City’s Best Tacos, shares the same visual style as the cover and takes a look at 8 common types of tacos in the vibrant city. A restaurant recommendation for each one is also shared. Out of every single item in the magazine, this article had the most time invested into it with countless changes taking place, but ultimately, it became one of the most interesting articles in the whole magazine.
Magazine Flatplan
MAGAZINE HIGHLIGHTS
Front and Back Cover
Feature Story Spread 1
Feature Story Spread 2
Feature Story Spread 3
Mexico City Travel Guide
El Pujol Restaurant Profile
Polvorones (Cookies) Recipe
Personality Test/IHOP Ad
ADVERTISING
For advertisements, my goal was to promote foreign products, available in the United States, as well as American-based restaurants that valued innovation, collaboration, and diversity. The popular breakfast diner, IHOP, fit the latter perfectly as they have openly embraced employee diversity many times in the past. Sporting a visual metaphor through minimal flat illustration, this IHOP ad in Crave is meant to elevate the brand.
IHOP Ad