Awake
Food & Drink Magazine

Food & Drink Magazine

Food & Drink Magazine

Food & Drink Magazine

Awake was honoured to collaborate with Karen Lim Design in redesigning the long-running and much-loved LCBO publication. A new masthead, photo direction, grid system, typography, and colour direction were all part of the updated design.

The following highlights some of the design rigour and process that went into crafting the new look. You will notice a bit of lorem ipsum and found photography, which were employed to convey the design in advance of actual content. All Food & Drink magazine photography was art directed by Karen Lim Design.

 One of the first steps was evaluating and updating the Food & Drink masthead to a more simplified and modern iteration (eliminating the existing script ampersand). This was paired with a new macro treatment for the cover photography to give the publication a unique and ownable impression.

One of the first steps was evaluating and updating the Food & Drink masthead to a more simplified and modern iteration (eliminating the existing script ampersand). This was paired with a new macro treatment for the cover photography to give the publication a unique and ownable impression.

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 The redesign was created with three different design variations in mind: the Up-front section, the Departments section and the Features section. The ask was to give a sense of uniqueness to each “chapter” in the magazine without sacrificing the overall cohesion of the publication.  The Up-front section introduced a distinctly different typographic treatment and colour blocking to create a sense of play and distinctiveness.

The redesign was created with three different design variations in mind: the Up-front section, the Departments section and the Features section. The ask was to give a sense of uniqueness to each “chapter” in the magazine without sacrificing the overall cohesion of the publication.

The Up-front section introduced a distinctly different typographic treatment and colour blocking to create a sense of play and distinctiveness.

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 Simple. Uncomplicated. Real. The new food photography direction.   These images are not overly populated by propping – instead the plating of the food and the recipes themselves do all the talking. The backgrounds act as canvases for the food.  There is the opportunity to employ a variety of angles, surfaces, plating materials to create show-stopping images that immediately convey appetite appeal and have our consumer flipping for the recipe. This uncluttered approach feels modern, clean and replicable in our target’s own kitchen.

Simple. Uncomplicated. Real.
The new food photography direction.

These images are not overly populated by propping – instead the plating of the food and the recipes themselves do all the talking. The backgrounds act as canvases for the food.

There is the opportunity to employ a variety of angles, surfaces, plating materials to create show-stopping images that immediately convey appetite appeal and have our consumer flipping for the recipe. This uncluttered approach feels modern, clean and replicable in our target’s own kitchen.

 The Departments section re-introduced the brand typeface, Neutra, as the primary font family while employing strategic negative space to create a canvas for the new food photography style.

The Departments section re-introduced the brand typeface, Neutra, as the primary font family while employing strategic negative space to create a canvas for the new food photography style.

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 Real. Uncomplicated. Inspirational.  These images bring to life how we imagine our get-togethers will go. This doesn’t mean the scenes are overly crafted so as to appear fake or obviously staged. But instead they feel relaxed and enjoyable with authentic food and believable interactions between characters in the scene. We present to our audience everything they want their entertaining experiences to be – through the most authentic lens possible.

Real. Uncomplicated. Inspirational.

These images bring to life how we imagine our get-togethers will go. This doesn’t mean the scenes are overly crafted so as to appear fake or obviously staged. But instead they feel relaxed and enjoyable with authentic food and believable interactions between characters in the scene. We present to our audience everything they want their entertaining experiences to be – through the most authentic lens possible.

 The Features section is a celebration of food and lifestyle – using a mix of the design elements introduced in the two previous sections.

The Features section is a celebration of food and lifestyle – using a mix of the design elements introduced in the two previous sections.

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