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.
All Food & Drink magazine photography was art directed by Karen Lim Design.
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 which can be summarized in three words: simple, uncomplicated and real.
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.
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.