An independent food and culture magazine.
Mince magazine is both a branding and an editorial project. The name is derived from both the act of mincing by chopping something finely, and a play of the term to “mince words.” Aiming to tell stories and share recipes that are meaningful, witty, and lasting, this brand likewise endeavor to feel fun yet sophisticated, with a little kick.
The approach to the nameplate/logo is inspired by sauce (yes I know,) more specifically how food can be expressive and editorial and design and storytelling both visually and through flavor. This bold and curvacious custom wordmark that stands out.
Seen above are the masthead and contents pages, and a reoccurring section- the recipes spread. These necessary pages demonstrate a more text-heavy approach without sacrificing style.
The feature spread of this publication (left) is a story about the inability of many to follow through with their desire to embrace veganism. For some, meat is a craving they guiltily indulge. For others, it is a cultural staple and denying it poses a threat to the status quo among family or around special occasions.
To compliment the romanticized nature of this “on-again-off-again” relationship, I created a series of Roy Lichtenstein inspired illustrations found here and on the cover. These tongue in cheek visuals further the narrative of the feature article, and align with the branding of Mince as a whole.