Start up magazine publisher, Cuisine Orders, had an innovative concept—to provide community members with a menu book of local eateries. For a successful launch the magazine had to be differentiated through upscale design and high quality food imagery. One of the challenges was that entire menus normally displayed on 11”x17” stock needed to fit in smaller 1 or 2 page spreads.
Using design as key differentiator we gave each eatery featured their own mini-branded layout including a corporate typeface and logotype. Food imagery became the focal point in the ad layout to heighten appeal. Working closely with the publisher under tight deadlines we designed custom ads for the eateries featured. Food imagery was either professionally shot or sourced through stock photography with an emphasis on finding dishes indigenous of that eatery rather than generic cultural dishes. To track marketing impact each eatery created “Cuisine Orders Only” specials which were often sold out.